Mortenson Safar Kim: Anheuser-Busch taps MSK as agency of record for Michelob Golden Light

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Chris Mortenson, 414-224-0212

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Anheuser-Busch Taps MSK as Agency of Record for Michelob Golden Light

MSK is first Milwaukee-based agency to win a creative assignment from America’s leading brewer

MILWAUKEE, Wis. (May 27, 2015)― Mortenson Safar Kim (MSK), a full-service marketing communications agency with offices in Milwaukee, Wisconsin and Indianapolis, Indiana, has been named Agency of Record for Anheuser-Busch’s top-selling regional brand, Michelob Golden Light.

Under the leadership of Shannon Safar, MSK Partner and President, the agency was selected for the team’s intimate insight into the mindset of Minnesota millennials. MSK won the assignment, which includes regional TV, OOH, digital advertising, social media, and on- and off-premise point-of-sale marketing.

The campaign kicks off in May with two, 30-second TV commercials. “The spots highlight the state’s unique traditions and local swagger, while celebrating people who exemplify the Minnesota lifestyle,” said MSK Partner and Executive Creative Director, Peter Kim. To give the commercials even more local appeal, the soundtrack features Twin Cities-based indie/alternative band Step Rocket’s song, “Turning Tides.”

Challenged to maintain Michelob Golden Light’s number one position in the market, MSK’s strategy will shore up disparate marketing programs and re-brand them with provocative, new creative designed to emotionally connect with the target by appealing to local lifestyles and sensibilities.

MSK’s campaign will be executed year round with an emphasis on retail during the key summer selling season.

“The way to reinforce the brands’ distinctiveness is by truly understanding the target demographic and leveraging those insights to develop disruptive creative that’s contemporary and relevant,” said MSK CEO Chris Mortenson.

Mortenson Safar Kim is a full-service, integrated marketing communications agency with offices in Milwaukee and Indianapolis. MSK combines thoughtful, strategic insights with outstanding creative to build momentum for a wide range of brands, including Aurora Health Care, Sentry Foods, QPS Employment Group, Klement’s Sausage, Hoosier Lottery, and the Indianapolis Motor Speedway.