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

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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 realized 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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