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Scottish & Newcastle Importers Co. has tapped Vitro Robertson to boost brand awareness of Newcastle Brown Ale in the U.S. and change perceptions about the taste of the beer.
The company spent less than $1 million on ads for Newcastle in the U.S. last year, per CMR. But sources said that could jump to $10-15 million if the client goes ahead with a national campaign [Adweek, July 8]. The client’s commercial director, Bill Wetmore, declined to give specifics on the ad budget.
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