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Boston Beer Taps MediaCom for Samuel Adams

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Grey Advertising's MediaCom division last week became the latest addition to Boston Beer Co.'s changing roster of agencies.
The Boston client selected MediaCom for planning and buying chores on its estimated $20 million account following a review of undisclosed shops. Consulting firm Papazian & Ephron in New York managed the search process. MediaCom replaces Universal McCann, New York, which split with the client in November.
Boston Beer media manager Jason Adamski praised MediaCom's "promotional marketing strength" for clients such as Time-Warner and Reebok International and called the shop a good "cultural fit with our company." MediaCom officials did not return calls.
Last fall, creative chores on Samuel Adams were assigned to the McCarthy Group, Princeton, N.J., which is helmed by Joe McCarthy, former worldwide ad director for Nike. His first Samuel Adams creative work is slated to break this quarter, Adamski said. He declined to discuss details. Current ads for Samuel Adams, tagged "It's what's inside," were crafted by McCann-Erickson WorldGroup, which had worked on the account for two years before McCarthy.
The client's ad assignments have been in flux since the mid-1990s. Gearon Hoffman, Boston, worked on the business for more than a decade. Starting in 1995, creative duties moved to Wieden & Kennedy, Portland, Ore., and Carmichael Lynch, Minneapolis, before McCann was tapped.
--David Gianatasi