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LOS ANGELES Amstel Light has shifted $20 million in creative duties to independent The Richards Group, according to sources.
Amstel Light, owned by White Plains, N.Y.-based Heineken, left incumbent Publicis Groupe’s Publicis USA in New York in December, but had been unassigned since then, per sources. Publicis declined comment.
Richards in Dallas was among the agencies that pitched the $80 million Heineken business, a decision that went to WPP Group’s Berlin Cameron United in New York earlier this year.
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