Without a review, the North Carolina Craft Brewers Guild, Raleigh, N.C., has named BooneOakley, Charlotte, advertising agency of record. Work had previously been handled in-house. New advertising, to include print, digital and out-of-home, will target likely new craft beer drinkers, especially female and especially 35+. Budget is not yet determined.

The assignment was made by the association's executive director of the board, Margo Metzger, and by its marketing chair, Jamie Bartholomaus, who is also the founder/president of Foothills Brewing in Winston-Salem. It was based on the results of a joint agency/client marketing exploratory session.

BooneOakley creative director David Oakley states, "This is a great opportunity for the agency. We are still working out the part in our contract about unlimited sampling of all of NC's craft beers."

The North Carolina Craft Brewer's Guild is a non-profit association of North Carolina brewers, vendors, retailers and craft beer enthusiasts. The state has the most craft brewers in the American South (203), and recent statistics show N.C.'s craft beer production growing at the second-fastest rate of any state in the U.S., after California. ncbeer.org

BooneOakley is a full service, independent advertising agency, with other clients including Bojangles', the Charlotte Hornets, Mellow Mushroom, Sunbelt Rentals, Wells Fargo Championship (golf), Autobell Car Wash and The Mint Museum. booneoakley.com