Heineken Is Conducting a Market-by-Market Review of Its Global Media Business

Dentsu and Starcom are competing in the U.S.

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Global brewing conglomerate Heineken, currently the world’s second-largest beer company, has been conducting a review of the media planning and buying business for its namesake brand around the world, according to multiple parties with direct knowledge of the matter.

These sources told Adweek that Heineken calls the process a “presentation,” but it more closely resembles a closed review between the company’s two global media partners: Publicis Groupe’s Starcom Worldwide and Dentsu’s Dentsu Aegis Network.

Sources said the Amsterdam-based brewer has been proceeding on a market-by-market basis, with Starcom recently picking up the business in Mexico and Singapore.

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