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“It’s all about the beer” used to be Heineken’s tagline in the U.S. But if you had to tag the brand’s relationship with creative agencies, “it’s all about churn” would be a better fit.
In the past nine years, six agencies have worked on the Heineken’s U.S. business: Lowe, D’Arcy Masius Benton & Bowles, Publicis, Berlin Cameron United, Wieden + Kennedy, and Euro RSCG. Heineken USA has been around the block so much that it’s next agency will be an old one: the New York offices of Publicis (2003-07) and Wieden (2008-09) are pitching the $60 million account, following the brand’s split with Euro RSCG.
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