Boston Beer Names New Agency of Record for Truly

Dear Client: New year, new creative account for Truly. Ad Age reported today that the craft brewer with a giant RTD portfolio, Boston Beer, has shifted creative duties for its hard seltzer brand from Omnicom’s Goodby Silverstein & Partners to WPP’s Ogilvy. Truly had worked with Goodby Silverstein since 2019, and was behind the recent “multi-million dollar campaign” for the brand, “Our Best Flavors,” which promoted Truly’s re-reformulated core lineup, now made with real fruit juice [see BBD 09-01-2022]. Yet