Anheuser-Busch is expected to back the brands with $25 million to $30 million in ad spending next year. They received about $25 million in support in 2003, according to TNS Media Intelligence/CMR.
Overshadowed by Ultra
Anheuser-Busch wants to rev up the declining brands, which have been overshadowed by high-flying low-carb Michelob Ultra.
Michelob has been handled by a variety of agencies in the past, and TBWA will now be one of the agencies working on the Michelob brands.
"As with all of our brands, we use various advertising agencies that we've worked with for many years such as DDB and [St. Louis-based] Cannonball," said Bob Lachky, vice president of brand management and director for global brand creative for Anheuser-Busch. "We will continue to use these agencies as well as TBWA/Chiat/Day, which recently began developing creative for Michelob and Michelob Light.
TBWA, which has long thirsted for a major beer account, becomes the latest Omnicom shop to join the brewer's agency roster. DDB Worldwide, Chicago, handles the bulk of the brewer's work. Other Omnicom agencies that work with Anheuser-Busch are: DDB, New York; Goodby, Silverstein & Partners, San Francisco, which worked on Michelob in the past; and Martin/Williams, Minneapolis.
TBWA, along with DDB, Chicago, also handles work for the new low-carb brew Budweiser Select, which was introduced in seven test markets yesterday.
TBWA referred questions to Anheuser-Busch.
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Alice Z. Cuneo contributed to this report.