2 Imported Beer Marketers Select Ad Agencies

Saatchi’s Roberts Gets 2 Birds With 1 Stone; Wells’ Silver Has New Job
NEW YORK–Saatchi & Saatchi last week was awarded the U.S. and Italian ad accounts of Beck’s beer, as rival import Heineken USA selected Lowe & Partners/SMS to handle its $40 million business following a review.
Saatchi, which already handles Beck’s $30 million account in Germany, added $20 million in billings in the U.S. and about $2 million in Italy without a review, said Axel Meermann, worldwide director of marketing for the beer marketer.
The win accomplishes two of Saatchi worldwide chief executive Kevin Roberts’ stated goals: to land a beer account and expand relationships with existing clients.