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Heineken USA is reaching out beyond its New York agency for creative ideas on a new Heineken line extension, sources said last week.
The brewer’s lead agency in the U.S. is Publicis, which had provided ad support for the new light beer while it was in four test markets (Providence, R.I., Tampa, Fla., Dallas and Phoenix) this spring and summer. It also handles U.S. advertising for the client’s Amstel and Amstel Light brands, an estimated $25 million account.
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