Anheuser-Busch advertising chief Bob Lachky last week described the company’s online channel Bud.tv as a “flawed idea but brilliant concept.”
A-B has sunk millions of dollars into the project with disappointing results.
Speaking at the Association of National Advertisers Masters of Marketing conference in Phoenix, Lachky blamed much of the problem on the complicated registration process designed to keep underage readers out.
But he also criticized his own company’s approach: “”The other thing that is totally flawed – and I don’t understand this – as you can tell I was doing something else at the time