Heineken USA names Lowe

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Heineken USA tapped Lowe & Partners/SMS, New York, to handle its $40 million account for import brands Heineken, Amstel Light and Murphy's. Incumbent Wells BDDP, New York, was acquired by Omnicom Group as part of its purchase of Wells parent GGT Group, London. Heineken said the combination created account conflicts between its account at Wells and Omnicom agencies DDB Needham Worldwide, Chicago, and Goodby, Silverstein & Partners, San Francisco, which handle beer rival Anheuser-Busch. About 14 former Wells employees, including Heineken account manager Michael Silver, will join Lowe. The account move is effective May 1. Steve Davis, VP-marketing for Heineken USA, said brand campaigns are under review.

Copyright April 1998, Crain Communications Inc.

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