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Heineken USA® Selects NMA Group as Agency of Record

Heineken USA®, the premiere beer importer in the United States and subsidiary of Heineken N.V. (Netherlands) and NMA Group, world-class leaders in product integration, promotions and entertainment publicity, today announced that NMA Group has been hired as Heineken's entertainment marketing Agency of Record. For the first time, Heineken USA® will have one agency represent the entire brand portfolio which includes Heineken, Heineken Light, Dos Equis, Newcastle Brown Ale, Amstel Light, Tecate and Tecate Light. NMA Group will lead all entertainment initiatives within film, television, talent and entertainment public relations for the brewery and work collaboratively with Heineken's internal entertainment marketing team in New York.

"We've been thoroughly impressed with the track record of NMA Group client successes," said Lesya Lysyj, Chief Marketing Officer for Heineken USA®. "As entertainment continues to be an integral part of our marketing mix, it's important to have the right partner in place to help us reach our goals. Like Heineken, NMA Group is a pioneer in their field and we're confident that the team will use their strategic and creative thinking to build upon our strong brand equity."

NMA Group is tasked with elevating the Heineken brand portfolio within the entertainment industry by initiating targeted outreach and brand integration throughout film, television, entertainment public relations and talent connectivity.

"Heineken has been an NMA client for 13 years and we are proud to now represent the entire portfolio," said NMA Group SVP of Account Service & Promotion, Shirley Richter. "Heineken is one of those rare brands that completely reinvented its brand image and became a true leader in its category. Entertainment played an integral role in that process. We look forward to building upon the strong foundation the brand has achieved within entertainment and to take all Heineken brands to the next level."

NMA Group will work to elevate Heineken's reputation as a global leader in the malt beverage industry and to continue to establish Heineken as the official beer of Hollywood.

8 Jun. 2011

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