Alcone to Launch Promotions Push for Beck's

BOSTON Alcone Marketing Group has been named lead promotions agency for Beck’s North America.

The Darien, Conn., shop, a unit of Omnicom Group, bested two-year incumbent EastWest Creative in New York, an independent shop, and Publicis Groupe’s Frankel in Chicago in the final round of a review, said client executive vice president of marketing Mike Harrington.

Alcone’s first assignment is a summer promotion: 12-packs of Beck’s, Beck’s Light and Beck’s Dark beer will feature stickers with black-and-white images of the brand’s $10 million “Life Beckons” TV campaign, which launched this spring via Publicis’ Leo Burnett in Chicago.