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Heineken USA to Conduct Creative Review for Heineken Franchise

Heineken USA today announced that it is conducting a competitive review for a new advertising agency of record for Heineken® and Heineken Light. The decision follows a new strategy to further globalize the Heineken® brand as outlined during the company’s annual national sales and marketing meeting in Las Vegas last month.

“In an era of globalization, with seamless digital communication, it is more important than ever to manage the Heineken® brand globally,” said Alexis Nasard, Global Chief Commercial Officer, Heineken NV. “The Heineken® brand, in particular, stands for worldliness, and as such, needs to be managed with a global strategy and marketing platform that transcends cultural boundaries.”

Lesya Lysyj, Chief Marketing Officer for Heineken USA said, “As we embark on a new brand strategy for the Heineken franchise globally, we want to ensure that we are working with the best partner on Heineken® and Heineken Light in the U.S. to develop industry-leading brand campaigns that set us apart from competitors.” She added, “We will look to consolidate the account under one of two agencies that work on the Heineken brand® globally.”

Lysyj paid tribute to the work of Euro RSCG, the incumbent on the account, “This move is in no way a reflection of the work Euro has done on these brands. Rather, it reflects the new direction being taken to manage the brand on a global basis. Euro is a strong creative agency, and we look forward to continuing to partner with them on the award-winning work they have produced on the Dos Equis brand which remains one of the fastest growing imports in the U.S.”

The two firms tapped to compete for the opportunity to serve as agency of record for the Heineken ® franchise in the U.S. are Wieden + Kennedy NY and Publicis – both of which serve as global agencies for the Heineken brand.

Heineken USA plans to announce its selection by mid May.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com.

7 Apr. 2011

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