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Incumbent Saatchi & Saatchi Ousted

By Published on .

CHICAGO (AdAge.com) -- In a victory that ousted incumbent Publicis Groupe's Saatchi & Saatchi, Leo Burnett, Chicago, has won Labatt USA's Beck's beer advertising account, according to an executive close to the marketer.

Last fall, when Belgium-based Interbrew acquired Beck's as part of its bid to become the world's largest brewer, Interbrew roster shop Burnett, part of Bcom3 Group, was invited to pitch the domestic account with the potential for a global account consolidation.

$7 million
U.S. media spending on the Beck's brand in 2001 was about $7 million, according to Taylor Nelson Sofres' CMR.

Burnett also handles some European assignments for Interbrew's Bass and Bergen brands. Global ad spending estimates were not available.

Burnett representatives referred calls to Beck's executives, who were not immediately available to comment.

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