Exclusive: Heineken USA has selected Hill & Knowlton as PR agency of record for the its Dos Equis brand. Hill & Knowlton replaces Rogers and Cowan, who held the account until February 2010. PRNewser first reported that Heineken had issued an RFP for the brand on April 12th.
“We had a very comprehensive process that began with eight to ten agencies,” said Paul Smailes, Dos Equis Brand Director in a phone interview with PRNewser today.
Smailes mentioned that Dos Equis also visited the offices of the different agencies “to understand the culture of the companies and spend time with the team. We were very excited to award the business to Hill & Knowlton. They met and exceeded the different evaluation criteria that we established,” he said.
MaryLee Sachs, Director of the Worldwide Marketing Communications Practice and Chair at Hill & Knowlton will lead the account. She said H&K developed a pitch team that was “not only steeped in the target audience, but they were indeed the target audience themselves.”
Hill & Knowlton recently merged the agency’s marketing communications and digital practices into one group, which Sachs said after working through the RFP process with Dos Equis, “was the right thing to do.”
H&K will begin work immediately. Budget for the account was not disclosed.