Michael Roarty, man behind AB ad campaigns, dies

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Associated Press

Posted on March 18, 2013 at 12:02 PM

Updated Monday, Mar 18 at 12:04 PM

ST. LOUIS (AP) — Michael Roarty, the marketing executive behind many of the iconic advertising campaigns that turned Anheuser-Busch into a beer industry superpower, has died.

The brewery and the funeral home handling arrangements confirmed that Roarty died Saturday from a heart attack suffered a day earlier at his home in the St. Louis suburb of Town and Country. He was 84.

Roarty was vice president of marketing at Anheuser-Busch from 1977 to 1990. During his tenure, the company's share of the U.S. market more than doubled, to 43 percent.

He oversaw campaigns such as Budweiser's "This Bud's for You," Busch Beer's "Head for the Mountains," and Bud Light's "Gimme a Light."

Anheuser-Busch Vice President of Marketing Paul Chibe said Monday that Roarty left "an indelible mark at both Anheuser-Busch and in advertising history."

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