Boston Beer Eyes Two for Media

BOSTON?Initiative Media and Zenith Media have emerged as finalists in the review for the media portion of Boston Beer’s $20-30 million advertising account, sources said.

A Boston Beer representative declined to confirm the shops as finalists.

The agencies, both in New York, are angling to succeed crosstown shop MediaCom on the assignment; the incumbent parted with Boston Beer after winning competing business from Diageo.

The brewer last month tapped New York boutique Big Chair for the creative portion of its business following a review that included incumbent McCarthy Mambro Bertino, Boston.