A source familiar with the matter tells us that “Heineken USA [is]taking the communication strategy to Mexico, as a result of the regional synergies.” OK, we’re not sure what this exactly means, but nearly two months after consolidating its global media management, we’re hearing that Heineken International is restructuring all of its marketing efforts…yet again.
When reached for comment, a Heineken spokesperson said, “We have a policy that we do not comment on rumor or speculation, but we don’t confirm or deny it.” To quote the great Mike Patton, “What is ‘it’?” We shall find out what’s happening soon, but we’ve been told that Heineken and KBS+P’s Ramona (formerly Adrenalina) still maintain a relationship via Tecate, though whether it’s on retainer or project basis has yet to be determined.