Red Brick Road Wins Heineken Global

NEW YORK The Red Brick Road has landed lead global creative duties on Heineken, a brand that agency co-founder Frank Lowe was closely associated with at his former shop, Interpublic Group’s Lowe.

Heineken becomes the London startup’s second client, after retailer Tesco, which shifted its estimated $80 million account from Lowe’s London office in March.

The Heineken assignment came after a review that also included independent StrawberryFrog in Amsterdam, the Netherlands, which was the incumbent, sources said. The shift takes effect immediately, a client representative said.

Billings on the business were not disclosed. Sources estimated Heineken’s billings in excess of $50 million.

StrawberryFrog, however, is expected to continue handling projects for the client, including ads surrounding the brewer’s sponsorship of the next James Bond movie, Casino Royale. The shop’s New York office is working on that effort.

“We are proud of the work we did for Heineken,” said Scott Goodson, CEO and chief creative officer at StrawberryFrog. “But sometimes in this business, doing great work just doesn’t seem to be enough.”

In a statement, Heineken said that Red Brick Road becomes the “leading agency to develop the communications strategy and key advertising for the Heineken brand worldwide.”

Regional agencies, such as Publicis Groupe’s Publicis in New York, which handles Heineken in the U.S., will remain in place and adapt their ads to fit Red Brick Road’s global positioning on the brand, the rep added.

Red Brick Road’s assignment is for the flagship brand only and does not include Amstel, Amstel Light or Heineken Premium Lite, which is handled by WPP Group’s Berlin Cameron United in New York. (Publicis handles Amstel Lite in the U.S., as well as the Heineken brand in France and Russia.)

Peter van Campen, director of group commerce at Heineken in Amsterdam, said, “The Red Brick Road has proven to be the best partner for us as leading global agency because of their excellent communication strategy skills and creative ideas.”