E-Malt.com News article: USA: Heineken makes cuts in its US$130 million agency review

Heineken USA has narrowed its $130 million creative agency review to four shops. The remaining shops are: Publicis Groupe's Publicis, New York; WPP Group's Berlin Cameron, New York; Havas' Arnold, Boston; and independent M&C Saatchi, according to executives familiar with the matter, Advertising Age released September 13.

Publicis is the incumbent for Heineken Lager, and the architect of its "All about the beer campaign."

Berlin Cameron currently handles creative duties for Heineken's recently launched light beer, best known for glossy, nightlife-oriented spots featuring the music of the Pussycat Dolls.

Both brands have been growing robustly amid a strong imported beer market.

The agencies which didn't make the cut include: Interpublic Group of Cos.' Carmichael Lynch; MDC Partners' Kirshenbaum Bond and Partners; Publicis' Saatchi & Saatchi; and WPP's Margeotes Fertitta & Powell.

WPP's JWT dropped out after winning creative duties for Diageos Smirnoff Ice.

Boston-based Pile & Co. is Heineken's review consultant.


16 September, 2006