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Heineken has tapped Betancourt Barba Beker Euro RSCG to handle advertising for the premium beer in Mexico following a one-month review.
The shop, based in Mexico City, beat out two undisclosed Latin American contenders to become the brand’s first Mexican agency. Up until now, ad efforts in the region consisted primarily of below-the-line and POP materials, a representative at Euro RSCG explained. Media Planning, a unit of Havas Advertising, will oversee media duties. Billings for the assignment were not disclosed.
Separately,
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