Heineken Launches Review on Two Brands

Independent Wieden + Kennedy is defending in a review of creative duties on the Heineken and Heineken Premium Light brands against three other agencies, Heineken has confirmed.

The other shops are Havas’ Euro RSCG, Omnicom Group’s TBWA\Chiat\Day and independent StrawberryFrog, the client confirmed.

Euro RSCG’s New York office handles creative duties on Heineken’s Dos Equis brand and TBWA’s office in Amsterdam, the Netherlands, handles Heineken in various parts of Europe. StrawberryFrog in New York previously created global brand and sponsorship-related advertising for Heineken, and now provides ideaton for the client, according to a Heineken rep.

The shops are pitching out of their New York offices and are said to be preparing for final presentations in the coming weeks. Wieden’s Portland, Ore., office has handled the brands since late 2007, when they shifted from Berlin Cameron United here.

The agencies either did not return calls or referred calls to Heineken USA in White Plains, N.Y.

Heineken confirmed the review, saying that it stemmed in part from a plan to shift its marketing operations to Manhattan.

“As part of this planned move, Heineken USA has placed the advertising account of its Heineken and Heineken Light brands into review and is pursuing a New York-based agency in conjunction with the office move,” Heineken said, in a statement.

The statement added that Wieden’s “Give Yourself a Good Name” campaign has provided a “strong brand platform” for Heineken and that the independent shop’s New York had been asked to participate in the pitch.

Major media spending on the two brands totaled $72 million last year, down from $108 million in 2007, according to Nielsen. Those figures don’t include online spending.

The agency’s first work for Heineken was a 2008 campaign for Premium Light that invited consumers to “Share the good” with ads that brought to life the idea of sharing positive experiences. On the Super Bowl this year, Heineken introduced the “Give yourself a good name” campaign with local spot buys featuring ads starring actor John Turturro. The agency’s most recent ad was a spot promoting responsible drinking by showing partygoers singing along with the cab driver and the message “Let a Stranger Drive You Home.”

This story updates an earlier item with client confirmation and additional details.


Source: Adweek.com