Heineken USA, a subsidiary of global brewer Heineken International, will conduct a competitive review of agencies for the Heineken Brand advertising account.
The process will include a consolidation of English-language advertising for both Heineken Lager and Heineken Premium Light. Heineken USA has worked with Publicis USA and Berlin Cameron respectively on these assignments.
The two groups have been invited to participate in the upcoming review along with other agencies still to be selected through the review process.
We have had a successful and productive relationship with Publicis over the past four years that has produced high-quality and effective advertising, said Andy Glaser, Heineken brand director.
Our relationship with Berlin Cameron on Heineken Premium Light is still relatively new and we are very pleased with the work they have developed, which has contributed significantly to the success of the product launch.
The review process will begin immediately and the assignment will be effective by January 2007. MediaVest USA will continue to handle media planning and buying for Heineken USA Brands, including Heineken and Heineken Light and this work is not part of the review process.
Earlier in July the brewer, which spends an estimated $70 million annually on US advertising, awarded Red Brick Road, the independent agency started by Frank Lowe in London, global creative duties on its brand, Adweek has reported.