Tecate Switches From Mexican To US Ad Agency Due To Translation Issues [THE BRIEF]

Tecate ad

Photo: Tecate

Good morning, AdLand. Here’s what you need to know today:Heineken USA switched its advertising for Tecate from a Mexican shop, Olabuenaga Chemistri, to an American one for English ads. Dallas-based Inspire was selected because, “We realised that when a Mexican agency tries to develop English creative, it feels translated,” Tecate VP of marketing Felix Palau told Ad Age. “So in all honesty, we were not comfortable with the delivery.” Olabuenaga Chemistri will continue to produce Spanish-language ads.

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