BOSTON BEER TAPS ZENITH

Beats Out Initiative for Media Buying, Planning Work

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BOSTON (AdAge.com) -- Boston Beer Co. has selected Zenith Media, New York, to handle its media planning and buying account.

Zenith beat

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out Interpublic Group of Cos.' Initiative Media, New York, for the work.

Billings were estimated at $30 million, though the marketer of Samuel Adams Boston Lager and other specialty brews spent just $14 million in measured media last year, according to Taylor Nelson Sofres' CMR.

The incumbent was Grey Global Group's MediaCom. Zenith is owned by Publicis Groupe and Cordiant Communications Group.