Waldman Key to Big Chair’s Boston Beer Win

BOSTON–Boston Beer has assigned the creative portion of its advertising account to Big Chair, a production company in New York.

The client spent about $15 million last year but sources said spending is likely to increase to $20-30 million across all brands.

Boston’s McCarthy Mambro Bertino, the incumbent, and two undisclosed shops lost out in the final round of a review, according to MMB CEO Joe McCarthy.

A key factor in Big Chair’s selection was the participation of C.J. Waldman, a former evp/creative group head with Lowe Lintas & Partners, New York. Waldman, citing a desire to move into the director’s chair, left Lowe Lintas this summer and will now work on commercials for Boston Beer at Big Chair, where he has been named creative director. At Lowe Lintas, he had overseen efforts for Heineken and Sprite.

“When I first met [Boston Beer founder and chairman] Jim Koch, I told him we should do advertising as good as his beer,” Waldman said in a prepared statement.

The client continues its review for a media agency after splitting with MediaCom following that agency’s recent addition of the U.S. spirits business of Diageo. Carat, Initiative Media North America and Zenith Media and undisclosed others are participating in that search, sources said.