LOS ANGELES -- Zenith Media, New York, has won the $20-30 million Boston Beer media planning and buying account, according to sources.
The winning shop prevailed in the finals against Initiative Media, New York. Incumbent MediaCom, New York, resigned the business after winning Diageo's U.S. media account, which includes the Guinness beer business. Guinness competes with Boston Beer's Sam Adams brand. Consultant Pile and Co., Boston, assisted in the search. Big Chair, a New York boutique, won creative duties on Sam Adams in a recent, separate search