BRAZILIAN BEER GIANT POURS $160M BIZ INTO HAVAS UNIT

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(Aug. 8, 2001) NEW YORK/LONDON -- Brazilian beer and soft drink giant Companhia de Bebida das Americas (AmBev) has put its estimated $160 million advertising business into Carillo Pastore Euro RSCG, Sao Paulo.

The business includes AmBev corporate communications and AmBev brands Guarana Antartica, Caracu Beer, Sukita and energy drink Marathon. The assignment excludes Bohemia beer.

The move is a further blow to DM9DDB, which in July resigned the Guarana business after AmBev awarded Carillo Pastore the Guarana sponsorship business of the Brazilian soccer team, a highly prestigious and sought-after assignment. DM9DDB handled Caracu beer, Sukita, Marathon and Bohemia. It is unclear whether the latter brand remains at the Sao Paulo shop.

Earlier this year, DM9DDB also lost its 10-year grip on the $30 million-plus Antarctica Pilsen account to Almap BBDO.

Commenting on the win, Dalton Pastore of Carillo Pastore Euro RSCG said: "It is of utmost importance for us to have, once again, won the trust of AmBev, one of Brazil's most important companies. AmBev knows our management structure, our capabilities, and our commitment."

The Havas Advertising-owned agency has handled AmBev's projects in the last two soccer World Championships.

Bob Schmetterer, chairman-CEO of Euro RSCG Worldwide, said: "This extended relationship with AmBev and Guarana in particular is an extraordinary opportunity for Euro RSCG to make a major contribution to the local market." -- Ali Qassim

Copyright August 2001, Crain Communications Inc.

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