Hispanic marketing is crossing the border in a different direction, with Heineken USA assigning the English-language work for the Mexican beer Tecate to Inspire in Dallas, writes E.J. Schultz. Mexican agency Olabuenaga Chemistri has handled the work for more than a year, following a Heineken consolidation, and will continue to do the Spanish-language advertising for the U.S. market. Heineken also handed Inspire the Mexican dark lager beer Indio.

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