A-B takes on its own media buys.

Saying the company can do the job more efficiently, AnheuserBusch, Inc., has assumed nearly $400 million in media buying and planning for its product line, which are now handled by D'Arcy, Masius, Benton & Bowles and DDB Needham.

"We think we can do it more efficiently" A-B's vice president of corporate media Anthony Ponturo told Advertising Age. "And we like the control."

Already handling the brewer's national media buying for all of its beer since 1986, the in-house unit will now be responsible for buying print and local broadcast placements. Those responsibilities will be assumed by July.

According to Ad Age, the St. Louis office of DMB&B will lose approximately $140 million in billings connected with the outdoor, local and sport media, as well as media planning for Budweiser, O'Doul's and Natural Light. DDB Needham will lose planning billings for Bud Light, Bud Dry, Busch and Michelob.