William “Monty” Munro Roberts III

01 · St. Louis · 1940s–1967

The Early Years

Monty Roberts grew up during an era when imagination and hard work created limitless possibilities — and even as a young student, teachers recognized unusual academic ability.

02 · Detroit · Late 1960s

Ford Motor Company

Following graduation, Monty joined Ford Motor Company during one of the most exciting periods in automotive history.

03 · Ford Motor Company · Late 1960s

Mercury Performance

Within Ford, family accounts associate Monty with the marketing of Mercury's performance identity during the height of the muscle car era.

04 · Ford performance · Late 1960s

The Shelby Era

Family accounts connect Monty's Ford years to the orbit of Carroll Shelby — the era when Ford's performance ambitions were at their most audacious.

05 · Ontario, California · Early 1970s

Ontario Motor Speedway

Monty later became involved with Ontario Motor Speedway in California — one of the most ambitious motorsports venues ever constructed.

06 · Anheuser-Busch · 1970s

Busch Entertainment

Anheuser-Busch recruited Monty during a period of rapid expansion. Rather than simply marketing beer, the company was creating destinations.

07 · Tampa & Williamsburg · 1970s

Busch Gardens

At Busch Gardens, marketing was not a department. It was the product itself.

08 · St. Louis · 1970s

Anheuser-Busch

At Anheuser-Busch, Monty returned to his hometown — and found the company whose ambitions matched his imagination.

09 · Anheuser-Busch · 1970s

Reinventing Busch Beer

Busch Bavarian Beer had existed for decades. Monty helped reposition the brand into the simpler, stronger Busch Beer identity.

10 · Busch Beer advertising · Late 1970s onward

Head for the Mountains

Among the most recognizable advertising campaigns associated with Busch Beer was the iconic “Head for the Mountains” campaign.

11 · A philosophy across decades

Sports Marketing Pioneer

Long before sponsorship became commonplace, Monty viewed sports partnerships as complete brand ecosystems.

12 · Madison Avenue · 1980s

Young & Rubicam

After Anheuser-Busch, Monty joined Young & Rubicam — then among the largest and most respected advertising agencies in the world.

13 · Young & Rubicam · 1980s

The Disney Years

According to family records, Monty's work at Young & Rubicam connected him with The Walt Disney Company — the storytelling company against which all others are measured.

14 · New York · Later years

Ministry

In the final chapter of his life, Monty answered a different calling.