Boston Beer Taps Six

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.

Big Chair of New York was named Boston Beer’s new creative agency earlier this week, following a separate search that included incumbent McCarthy Mambro Bertino, Boston.