Euro RSCG wins two Heineken Brands
13 Jul 2009
Heineken USA, has selected Euro RSCG to handle the creative mandate for two of its brands, Heineken and Heineken Premium Light brands.
Euro RSCG was favoured since the agency demonstrated a clear understanding of the Heineken consumer, the brand tone and the challenges faced by the brand in the market currently.
Heineken wanted to move its marketing operation to Manhattan, hence the change of agency.
Major media spending on the brands exceeded $70 million last year, down from more than $100 million in 2007, according to Nielsen.
This figure does not include online spending.
The winner pitched the business out of its New York office. Other agencies that made it to the finals were Omnicom Group's TBWA,Chiat, Day, independent StrawberryFrog and the incumbent, independent Wieden + Kennedy.
Each of the contenders had an existing relationship with Heineken. Euro RSCG handles creative duties on sister brand Dos Equis and TBWA's office in Amsterdam, the Netherlands, works on Heineken in select European markets.
