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Modernista! asked for Bud ideas; rest of roster in production frenzy.
Anheuser-Busch’s roster shops are used to looking over their shoulders. The St. Louis brewer, which has a habit of pitting its agencies against each other for assignments, has invited a new player in to feed its hunger for the next big idea—and big hits for the Super Bowl.
A-B has asked independent Modernista! in Boston to pitch work for Budweiser’s “True” campaign, said Bob Lachky, the client’s vp of brand management. Lachky said A-B contacted the shop late this summer, in part because executives knew agency principal Gary Koepke from his time as a creative director at former A-B shop Heater Advertising in Boston.