The Journal

Issue date: 2/4/10 Section: Lifestyle

Media Credit: DAVID LAMPE Robert Lachky, retired Chief Creative Officer of Advertising for Anheuser-Busch, discusses the ads behind the beer Monday, Feb. 1 in the University Center Sunnen Lounge. Lachky was responsible for coining the term, "Whassup???" for the Bud Light campaign.

"Whassup? Whassup? Whassup?" Robert Lachky, the creator of the award-winning "Whassup?" campaign for Bud Light, explained to an audience of about 200 people what's up in the advertising world and the elements needed to succeed. Audience members packed into the University Center Sunnen Lounge on Feb. 1 to hear the retired head of advertising for Anheuser-Busch discuss his successful career path.

Lachky was a guest speaker for The Success to Significance Speaker Series hosted by the School of Business and Technology.

Benjamin Akande, dean of the School of Business and Technology, welcomed his friend and past Anheuser-Busch colleague to Webster University with extreme gratitude.

"I was impressed with his focus," Akande said. "I was impressed with his willingness to stay outside the box. I was impressed with his quest to use the power of advertising to indicate a message that goes beyond just a product. I was impressed with his humanity."

Lachky talked about following around August Busch III and learning the ropes of selling the product with August Busch IV, establishing a well-known product through the creation of ads.

Lachky said capturing the mind-set of the audience and making the brand famous are two key elements to ads.

"I will never forget Mr. Busch telling me 'We've got to make our brands famous,'" Lachky said.

Lachky shared a series of 25 advertising clips that Anheuser-Busch has created during the past 20 years, dividing them into four categories - Bud Light, Budweiser, Anheuser-Busch/Clydesdales and Internet/mobile/public relations.

Before each clip was played, Lachky explained the thought process and the ups and downs creators endured for each ad spot.

"Image becomes so important in this industry," Lachky said.

Lachky discussed the many awards given to the ad creators for the best spots during the Super Bowl. Anheuser-Busch had won the award 10 years in a row at one point in time.

Continued...

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