Boston Beer Mulls Media Review

BOSTON–Boston Beer, parent of Samuel Adams, is preparing to review its estimated $30 million media account and has begun contacting potential contenders, according to sources. A client representative declined comment.

The Boston brewer has used MediaCom, New York, for its buying, but the company views that agency’s recent addition of Diageo’s consolidated $150 million U.S. beer and spirits account as a conflict, sources said. MediaCom added Diageo’s Guinness from CIA Medianetwork in the consolidation; that brand appears to be the principal source of the conflict for Boston Beer, sources said.

The client has for several months been soliciting ideas for its creative assignment, handled by McCarthy Mambro Bertino, Boston. Arnold, also Boston, has confirmed talks but said discussions have quickly broken off. Deutsch, New York, which handles some public relations for Boston Beer, is also believed to have discussed creative concepts with the client.