Heineken Rethinks Agency Ties…Again

By Kiran Aditham Comment

Sources familiar with the matter tell us that the highest Heineken powers that be in Amsterdam are mandating a global agency consolidation. This, coming from a brand that has shifted creative agencies, say, five times in five years approximately.

Anyhow, as a result, our sources tell us that Heineken will do without a North American agency and keep things on a global level. We’ve been told that the agency duties for Heineken beer itself will shift to W+K Amsterdam–if you remember, Heineken cut W+K Portland loose back in 2009. Euro RSCG, meanwhile, will still serve as global AOR for Dos Equis. With 30 some-odd agencies handling the Heineken brand worldwide, perhaps a little trimming of fat was necessary, no?