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NEW YORK Heineken USA has selected Euro RSCG to handle creative duties on its Heineken and Heineken Premium Light brands after a review, the client has confirmed.
Major media spending on the brands exceeded $70 million last year, down from more than $100 million in 2007, according to Nielsen. Those figures don’t include online spending.
Euro RSCG “demonstrated a clear understanding of the Heineken consumer, our brand tone and the challenges we face in the market today,” said Christian McMahan, chief marketing officer at Heineken in White Plains, N.Y.
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