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LOS ANGELES–Six media agencies are competing for Boston Beer’s estimated $30 million media buying and planning account, according to sources.
The sextet includes the New York offices of Publicis’ Zenith Media; Aegis’ Carat; IPG’s Initiative Media; independent Media First; and WPP media networks The Media Edge and MindShare. The marketer of Samuel Adams beer, sources also said, will visit contender offices next week.
The incumbent, Grey’s MediaCom, New York, a division of Grey Global Group, resigned the business after it picked up Diageo’s beer and spirits business, which includes Guinness beer.
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