Joe McCarthy, president of the agency, had been a consultant for Boston Beer. The Boston-based brewer recently hired a new marketing director, Robert Hall.
Neither Mr. Hall nor Rob Cohn, president of Big Chair, returned calls at press time.
The brewer spent $13 million on advertising last year, according to Taylor Nelson Sofres' CMR. It is expected that Big Chair will work only on the company's broadcast TV advertising.
According to executives with knowledge of the matter, Big Chair recently hired a creative from Interpublic Group of Cos.' Lowe Lintas & Partners who had worked on Heinekin.
Boston Beer is still searching for a media agency. Competing shops are Aegis Group's Carat, Interpublic's Initiative Media and Zenith Media, which is jointly owned by Publicis Groupe and Cordiant Communications Group.