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NEW YORK Heineken USA has hired Omnicom’s Hispanic shop Dieste Harmel & Partners and WPP’s activation agency G2 to handle the beer importer’s promotional marketing duties for its Dutch and Mexican brands, following a review.
Heineken USA’s Dutch brands include Heineken, Heineken Premium Light, Amstel Light and Buckler; and Mexican brands: Tecate, Tecate Light, Dos Equis, Bohemia, Ambar, Sol and Carta Blanca.
Dieste will focus its immediate efforts on the Tecate brand, working the brand group and field-marketing clients to ensure that the brand advertising developed by lead agency Adrenalina, New York, connects seamlessly with consumers on the retail level.
Heineken’s lead Hispanic agency is Vidal Partnership, New York.
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