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SBD/Issue 100/Sports Industrialists
Tapped Out: A-B Ad Guru Bob Lachky Stepping Down This Month
Published February 11, 2009
|Lachky Says Decision Not
Related To InBev Acquistion
TAKING A LOOK AHEAD: AD AGE's Jeremy Mullman wrote Lachky's departure "will not be welcome news at A-B's roster of creative agencies, which regarded him as their primary client and a key personal relationship." DDB, Chicago, has served as A-B's agency since '94, and DDB Worldwide Chair & Chief Creative Officer Bob Scarpelli said, "It's going to be different without him there. I look at the work, the awards and how we helped to build those brands -- it's a remarkable record." Mullman noted in light of InBev's acquisition, it is "easy to view the departures" of Lachky and former A-B VP/Global Media & Sports Marketing Tony Ponturo, who left at the end of last year, as a "clear changing of the guard at A-B." But Lachky and Peacock stressed that the "new generation of leadership at the brewery largely consists of executives trained by the likes of the old guard" (ADAGE.com, 2/10). Ponturo desribed Lachky as a "creative genius." He added that Lachky "had an intuitive sense of the beer business" (ST. LOUIS POST-DISPATCH, 2/11).