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DETROIT Beck’s North America has selected Alturas Communications as its first national multicultural agency without a review.
The initial work will target Hispanic consumers in New York and Miami with outdoor transit and radio spots. Scheduled to roll out in April, the effort’s creative will be based on the new Beck’s “Life Beckons” TV ad campaign launched March 13 and developed by Leo Burnett, Chicago. Alturas will develop its own creative interpretation of the campaign, which is aimed at self-confident Hispanic consumers.
Alturas
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