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'Guinness of Belgium' Taps Dimassimo Carr

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NEW YORK DiMassimo Carr Brand Advocates last week won advertising and public relations duties for Duvel Moorgat USA, a Belgian beer company that will launch its flagship Duvel label in the U.S. next year, according to the agency.

DCBA, which landed the account following a review, said it would create an integrated campaign centered in and around drinking establishments. It also will work on other Duvel brands, including Ommegang and Hennepin.

The New York independent shop will work with Duvel's promotional agency, Moxie in San Francisco. Its first work is expected in two months, said DCBA managing partner Lee Goldstein.

"Duvel has a fanatical following among beer aficionados in Europe and a groundswell of brand advocates for us to tap in the U.S.," said Nigel Carr, chief strategy officer of DCBA. "It's the Guinness of Belgium, but a lot more approachable."

Billings are undisclosed, but ad spending is expected to top $1 million, according to the agency.