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CHICAGO In its latest marketing shift, Crown Imports tapped La Comunidad as its Hispanic agency for Corona Extra and Modelo Especial, replacing Interpublic’s Casanova Pendrill Publicidad,
Spending in support of Hispanic marketing for the brands could not be immediately determined.
The Miami-based independent was selected after a review that included strategic and creative proposals. The company declined to identify other shops in the pitch or to say whether the incumbent participated.
The change is the most recent move by Jim Sabia, a long-time Coors executive who joined Crown in January with responsibility for overseeing marketing brands like Corona Extra, Corona Light, Modelo Especial, Pacifico, Negra Modelo, St.
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