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Labatt 'Looking At' Beck's

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CHICAGO -- Labatt USA confirmed it is evaluating its $10 million U.S. Beck's Beer ad account, now at Saatchi & Saatchi, and is thought to have started talking to agencies, sources said.

Beck's was acquired by Labatt parent Interbrew in a cash deal valued at $158 billion that closed last month.

"Given the acquisition of Beck's we're looking at all our suppliers,"said Cal Bricker, a representative for Norwalk, Conn.-based Labatt USA. "We're looking at all aspects of our business and advertising is a part of it."

Bricker declined to provide further details on the agency evaluation. Other agencies on Labatt's roster include McCann-Erickson in New York, which handles Rolling Rock and Dos Equis and Cartel Creativo in San Antonio, Texas, which handles Tecate.

Prior to the Interbrew acquisition, Beck's North America spent nearly $7 million on advertising through the first 11 months of last year, according to CMR. The company spent $9 million on advertising in 2000.