Amstel Light to Richards | Adweek
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Amstel Light to Richards

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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.

Last October, Richards lost its share of Corona beer when the client consolidated the brand at independent Cramer-Krasselt in Chicago.

Both Amstel Light and Richards declined comment.

Heineken spent $20 million on Amstel Light in 2006, according to Nielsen Monitor-Plus. Spending in 2004 exceeded $25 million, per Nielsen.