Boston Beer Hunts New Media Shop After MediaCom’s Diageo Win

18 September 2001

Boston Beer is reportedly reviewing its $30 million media business and has approached a number of agencies to take part.

The drinks firm, brewer of Samuel Adams, is believed to be unhappy with the potential conflict caused by New York incumbent MediaCom’s recent triumph in the review of Diageo’s US beer and spirits duties. As part of the $150m award, the agency gained Diageo’s Guinness account, thought to be the chief concern for BB.

Meanwhile, the client continues to talk to agencies about its $15m–$20m creative business, currently handled by McCarthy Mambro Bertino in Boston [WAMN: 28-Jun-01]. Both Deutsch in New York and Boston’s Arnold Worldwide are thought to have discussed the account, though the latter said those talks had ended.

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