St. Louis-based A-B said last week that Goodby will handle Bud Ice and Bud Ice Light creative, while Schupp Co. in St. Louis will continue to do special commercials focusing on ice hockey. Though the brewer's principal agency, DDB Needham Worldwide, Chicago, had responsibility for the $30 million Bud Ice account, most of the commercials airing this year have been the hockey-related advertising from Schupp.
More than a year ago, A-B fired D'Arcy Masius Benton & Bowles, St. Louis, after 79 years and moved Budweiser and most of its bigger brands to DDB Needham, while handing creative assignments for smaller brands to Glennon Co., St. Louis, and to Schupp.
The firing stemmed from A-B chairman August A. Busch III's anger over D'Arcy's TeleVest unit agreeing to buy some media for A-B rival Miller Brewing Co.
Mr. Busch, according to well-placed sources, considered TeleVest's taking the Miller assignment without consulting A-B first to be disloyal.
At the time, A-B watchers and advertising executives expressed astonishment that a company which spends more than $280 million annually on advertising and has brands that compete with each other could get by with a single major agency.
Goodby's selection appears to allow A-B an additional agency without the danger of disloyalty. A-B said the move was suggested by Needham Chairman-CEO Keith Reinhard. Goodby, like Needham is an Omnicom Group shop.
Bob Lachky, VP-Budweiser Brands, said Glennon, which handles Michelob, and Schupp, have "their plates full," and A-B felt that it needed additional resources.
Of Goodby, Mr. Lachky said: "They are the guy in the on-deck circle waiting to help out." Goodby last week resigned its only beer account, Pete's Wicked Ale.