Spaten West Taps S.F.

Blazing Paradigm Picks Up Bavarian Beer
SAN FRANCISCO–Blazing Paradigm has been awarded an estimated $1-2 million ad account from Spaten West, the U.S. arm of Bavarian brewer Spaten-Franziskaner-Bra†, following a review that included several undisclosed California shops.
Spaten West, based in South San Francisco, Calif., had been conducting the review since early September [Adweek, Oct. 5]. The client had been looking at three or four finalists for at least two months, according to sources. A decision had been expected to come no later than late October.
However, Spaten West had to show the contenders’ speculative creative work to executives at the company’s Munich, Germany, headquarters, which added several weeks to the review process, said sources.
Executives with Blazing Paradigm confirmed the win, but were not available for further comment. Andreas Hildebrandt and Andreas Hausner, the Spaten West executives who conducted the review, did not return phone calls at press time.
Blazing Paradigm will create print, radio and outdoor advertising for the client, said sources.
It was unclear if the agency’s win will affect the status of CDHM Advertising, the Stamford, Conn., shop that handles advertising for Spaten North America, the client’s East Coast division, based in Little Neck, N.Y. Spaten West’s previous advertising was created by CDHM as well.
Spaten, which claims to be the largest distributor of “authentic” (not altered) Bavarian beers in the U.S., is looking to expand its 600-year-old brand here, said sources. Its brands include Spaten Premium Lager and Spaten Optimar.