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NEW YORK Heineken USA has selected MediaVest 42 Degrees, the multicultural division of Starcom MediaVest Group, as its Hispanic media planning and buying agency, the client confirmed today. The agency will oversee the Heineken brand, including Heineken Lager and Heineken Premium Light.
New York-based The Vidal Partnership had been the Hispanic lead agency for Heineken USA for 10 years and will continue to be responsible for all creative and promotions.
The media planning and buying business was not up for review, said Andrew Glaser, director of the Heineken brand, Heineken USA.
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