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BOSTON Heineken USA today said it tapped Berlin Cameron United as lead agency on its Heineken Lager and Heineken Premium Light brands, bringing to a conclusion a drawn-out review process that began last June.
WPP Group’s Berlin Cameron in New York was the last contender standing in the contest for the estimated $80 million assignment following the withdrawal of independent Wieden + Kennedy yesterday. Wieden, pitching from its headquarters in Portland, Ore., cited “strategic differences” in explaining its decision to exit.
Berlin
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