Amstel Light Contacts Shops

NEW YORK Heineken USA has reached out to at least two shops beyond the incumbent, Publicis, to discuss creative ideas on its estimated $20 million Amstel Light account, sources said.

Within the past month, the White Plains, N.Y., client contacted Bartle Bogle Hegarty (49 percent owned by Publicis Groupe) and independent StrawberryFrog, both in New York, sources said. Amstel Light brand manager Willem Vander Hoeven could not be reached directly for comment, but through a representative, he said, “Publicis continues to be our agency of record for Amstel Light.”