Richards Puts First Beer Account on Tap

DALLAS – The Richards Group here has put its first beer account on tap without a review, stocking up on Rainier Brewing Co.’s $3-4-million brand business in the Pacific Northwest. Rainier, owned by G. Heileman Brewing Co., is the second-largest-selling premium brew in Oregon, Idaho, Montana, Washington and Alaska. Sources said Rainier left Seattle incumbent Heckler Associates because that agency’s creative was lackluster, especially compared to the cutting-edge, zany work it produced for the brands in the 1980s. Heckler executives weren’t available to comment, but client vp/marketing Jack Hanzlovic, said the business went to Richards because of that agency’s broader marketing capabilities.
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