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Heileman taps new ad agency.

The G. Heileman Brewing Co. named Deutsch Inc., New York to handle the creative aspect of its $6-million to $8-million Colt .45 malt liquor account, according to a report in the Wall Street Journal.

Heileman also consolidated $25 million in media buying with SFM Media Corp., in New York.

New York-based Della Femina McNamee, which had handled Colt .45, continues creative work for Heileman's Old Style, Henry Weinhard's and Special Export. At this point, Della Femina and Deutsch are battling for the approximately $5-million Rainier beer account, noted Heileman executive vice president of marketing Henry Gerfen.

Although Gerfen declined comment, industry analysts speculate that Billy Dee Williams, Colt .45's spokesperson under DFM, will not return to new advertising for the brand.

Gerfen did say that Deutsch's first work for the brand is due out shortly.
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Title Annotation:G. Heileman Brewing Company Inc. names Deutsch Inc. as advertising agency
Publication:Modern Brewery Age
Date:Sep 21, 1992
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