Michael Roarty

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Michael J. Roarty (August 24, 1928 – March 16, 2013) was an American marketing executive for the Anheuser-Busch brewing company. [1] He has been widely credited with turning Anheuser-Busch and its products, including Budweiser, into globally recognized brands through advertising. [2] Roarty created the advertising slogans "This Bud's for you" for Budweiser and "Weekends were made for Michelob." [2] [3] [4] He also oversaw the creation of the Bud Light ad campaign featuring Spuds McKenzie during the late 1980s. [2]

United States Federal republic in North America

The United States of America (USA), commonly known as the United States or America, is a country comprising 50 states, a federal district, five major self-governing territories, and various possessions. At 3.8 million square miles, the United States is the world's third or fourth largest country by total area and is slightly smaller than the entire continent of Europe's 3.9 million square miles. With a population of over 327 million people, the U.S. is the third most populous country. The capital is Washington, D.C., and the largest city by population is New York City. Forty-eight states and the capital's federal district are contiguous in North America between Canada and Mexico. The State of Alaska is in the northwest corner of North America, bordered by Canada to the east and across the Bering Strait from Russia to the west. The State of Hawaii is an archipelago in the mid-Pacific Ocean. The U.S. territories are scattered about the Pacific Ocean and the Caribbean Sea, stretching across nine official time zones. The extremely diverse geography, climate, and wildlife of the United States make it one of the world's 17 megadiverse countries.

Marketing is the study and management of exchange relationships. Marketing is the business process of creating relationships with and satisfying customers. With its focus on the customer, marketing is one of the premier components of business management.

Anheuser-Busch American brewing company

Anheuser-Busch Companies, LLC is an American brewing company headquartered in St. Louis, Missouri. Since 2008, it has been a wholly owned subsidiary of Anheuser-Busch InBev which also has its North American regional management headquarters in St. Louis.

Contents

Biography

Early life

Roarty was born in Detroit, Michigan, on August 24, 1928, to immigrant parents from Ireland. [2] His father, John Roarty, was a member of the Sinn Féin political party. [2] He graduated from University of Detroit, a Jesuit university which is now known as the University of Detroit Mercy. [2]

Detroit Largest city in Michigan

Detroit is the largest and most populous city in the U.S. state of Michigan, the largest United States city on the United States–Canada border, and the seat of Wayne County. The municipality of Detroit had a 2017 estimated population of 673,104, making it the 23rd-most populous city in the United States. The metropolitan area, known as Metro Detroit, is home to 4.3 million people, making it the second-largest in the Midwest after the Chicago metropolitan area. Regarded as a major cultural center, Detroit is known for its contributions to music and as a repository for art, architecture and design.

Michigan State of the United States of America

Michigan is a state in the Great Lakes and Midwestern regions of the United States. The state's name, Michigan, originates from the Ojibwe word mishigamaa, meaning "large water" or "large lake". With a population of about 10 million, Michigan is the tenth most populous of the 50 United States, with the 11th most extensive total area, and is the largest state by total area east of the Mississippi River. Its capital is Lansing, and its largest city is Detroit. Metro Detroit is among the nation's most populous and largest metropolitan economies.

Ireland Island in north-west Europe, 20th largest in world, politically divided into the Republic of Ireland and Northern Ireland (a part of the UK)

Ireland is an island in the North Atlantic. It is separated from Great Britain to its east by the North Channel, the Irish Sea, and St George's Channel. Ireland is the second-largest island of the British Isles, the third-largest in Europe, and the twentieth-largest on Earth.

Career

Roarty was hired to promote beer to taverns and bars in Detroit's East Side in 1953 while he was still a student at the University of Detroit. [2] The job earned him the nickname "Mr. Budweiser" from bar owners and other neighborhood residents. [3] [4] After college, Roarty worked as am Anheuser-Busch brand manager in Detroit, Chicago, Denver and Kansas City while gradually working his way up in the company. [2]

Beer alcoholic drink

Beer is one of the oldest and most widely consumed alcoholic drinks in the world, and the third most popular drink overall after water and tea. Beer is brewed from cereal grains—most commonly from malted barley, though wheat, maize (corn), and rice are also used. During the brewing process, fermentation of the starch sugars in the wort produces ethanol and carbonation in the resulting beer. Most modern beer is brewed with hops, which add bitterness and other flavours and act as a natural preservative and stabilizing agent. Other flavouring agents such as gruit, herbs, or fruits may be included or used instead of hops. In commercial brewing, the natural carbonation effect is often removed during processing and replaced with forced carbonation.

Chicago City in Illinois, United States

Chicago, officially the City of Chicago, is the most populous city in Illinois, as well as the third most populous city in the United States. With an estimated population of 2,716,450 (2017), it is the most populous city in the Midwest. Chicago is the principal city of the Chicago metropolitan area, often referred to as Chicagoland, and the county seat of Cook County, the second most populous county in the United States. The metropolitan area, at nearly 10 million people, is the third-largest in the United States, and the fourth largest in North America and the third largest metropolitan area in the world by land area.

Denver State capital and consolidated city-county in Colorado

Denver, officially the City and County of Denver, is the capital and most populous municipality of the U.S. state of Colorado. Denver is located in the South Platte River Valley on the western edge of the High Plains just east of the Front Range of the Rocky Mountains. The Denver downtown district is immediately east of the confluence of Cherry Creek with the South Platte River, approximately 12 mi (19 km) east of the foothills of the Rocky Mountains. Denver is named after James W. Denver, a governor of the Kansas Territory, and it is nicknamed the Mile High City because its official elevation is exactly one mile above sea level. The 105th meridian west of Greenwich, the longitudinal reference for the Mountain Time Zone, passes directly through Denver Union Station.

Roarty became the Vice President and Director of Marketing for Anheuser-Busch from 1977 to 1990. [5] [6] Under Roarty, the company's share of the beer market doubled from 21% to 43%. [2] In 1992 he was the company's executive vice president of corporate marketing and communications. [7]

He created many of the best known beer slogans of the era, including "Weekends were made for Michelob," "This Bud's for you," and "Head for the mountains of Busch" to promote Anheuser-Busch's beer brands. he oversaw the creation and launch of Spuds MacKenzie for Bud Light in 1987. [2]

Spuds MacKenzie Dog mascot of Bud Light beer

Spuds MacKenzie is a fictional dog character created for use in an extensive advertising campaign marketing Bud Light beer in the late 1980s. The Spuds MacKenzie mascot and campaign were created by a 23-year-old art director, Jon Moore. At the time he was working at Needham, Harper & Steers, a Chicago, Illinois, advertising agency. The dog first showed up in a Bud Light Super Bowl XXI ad in 1987. During the height of his popularity, large amounts of Spuds merchandise was available, such as plush toys and t-shirts where the dog was seen surfing a wave or Hanging Twenty.

Roarty also created the "Know when to say when" commercial campaign for Anheuser-Busch, which promoted awareness of alcohol abuse. [4]

Alcohol abuse substance abuse that involves the recurring use of alcoholic beverages despite negative consequences

Alcohol abuse encompasses a spectrum of unhealthy alcohol drinking behaviors, ranging from binge drinking to alcohol dependence.

Roarty also pioneered sports marketing in the industry and first promoted Anheuser-Busch products at major sporting events. [2] He sponsored race cars and added billboard signage at stadiums. [2]

In 1980, Michael Roarty convinced Anheuser-Busch to give one million dollars to the fledgling sports cable network, ESPN, which had launched in 1979. [2] Under Roarty's advisement, Anheuser-Busch continued to support ESPN during the network's difficult early years. Roarty promoted these investments as a smart business decision by Anheuser-Busch, telling the St. Louis Post-Dispatch in 1994, ""We gave them $1 million that first year. And if we hadn't, they'd have gone under...I believed the beer drinker was a sports lover...The next year we gave them $5 million. I think it turned out to be the best investment we've ever made." [2] In 1993, Sporting News named Roarty the sixth most powerful figure in American sports citing his early commitment to ESPN and his pioneering work on sports advertising. [3]

Roarty was inducted into the Advertising Hall of Fame in 1994. [2] He retired shortly after the honor. [2]

Outside of marketing, Roarty was highly active in the Irish American community. Irish America magazine named his "Irish American of The Year" in 1991. [2] Roarty was grand marshal of the Dublin St. Patrick's Day Parade in 1994, becoming only the fourth American to hold the honor in the parade's history. [3]

Roarty suffered a heart attack at his home in Town and Country, Missouri, on March 15, 2013. [8] He died the next day on March 16, 2013, at Mercy Hospital in Creve Coeur, Missouri, at the age 84. [4] He had suffered from poor health in recent years due to a series of strokes. [2] He was survived by his wife of fifty-eight years, Lillian Roarty; his daughter, his son, and four grandchildren. [2]

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References

  1. ↑ Julie MacIntosh (20 September 2011). Dethroning the King: The Hostile Takeover of Anheuser-Busch, an American Icon. John Wiley & Sons. pp. 16–. ISBN   978-1-118-20282-1.
  2. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Kohler, Jeremy (2013-03-19). "Michael Roarty dies at 84; marketer helped build Anheuser-Busch brand". Los Angeles Times . Retrieved 2013-04-06.
  3. 1 2 3 4 "Michael J. Roarty, advertising exec., dies". United Press International . 2013-03-18. Retrieved 2013-04-06.
  4. 1 2 3 4 Kohler, Jeremy (2013-03-18). "Michael J. Roarty dies; oversaw famous A-B ad campaigns". Saint Louis Post-Dispatch . Retrieved 2013-04-06.
  5. ↑ James A. Belasco, Ph.D. (10 October 2012). Teaching The Elephant To Dance. Crown/Archetype. pp. 22–. ISBN   978-0-307-81874-4.
  6. ↑ "Fruit, 61, Left Indelible Marks on A-B and Coke". Advertising Age, Jeremy Mullman. June 02, 2008.
  7. ↑ "Brews And Babes -- Ad Strategy Losing Its Fizz, Many Say". Seattle Times, February 18, 1992. By John M. Mcguire
  8. ↑ "Michael Roarty, whose ad campaigns helped Anheuser-Busch market share soar, dies at 84". Global News, March 18, 2013. By Jim Salter
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