Heineken Taps Betancourt Barba Beker

Heineken has tapped Betancourt Barba Beker Euro RSCG to handle advertising for the premium beer in Mexico following a one-month review.

The shop, based in Mexico City, beat out two undisclosed Latin American contenders to become the brand’s first Mexican agency. Up until now, ad efforts in the region consisted primarily of below-the-line and POP materials, a representative at Euro RSCG explained. Media Planning, a unit of Havas Advertising, will oversee media duties. Billings for the assignment were not disclosed.

Separately, sibling agency Euro RSCG Wnek Gosper in London has been awarded the $11.5 million pan-European account for Del Monte Foods. The San Francisco-based canned fruits and vegetables company shifted ad duties from crosstown shop Delaney Lund Knox Warren & Partners, which won the account in March 1999. Initiative Media will continue to handle European media buying.