Heineken has appointed My Agency to handle the ad account for its premium Czech beer brand, Kru?ovoice.
The agency won the account following a competitive pitch conducted by Creativebrief.
My Agency will be responsible for developing the unknown beer brand in the UK by launching a campaign across print, outdoor, point-of-sale and experiential projects.
The campaign will initially be rolled out in the UK and Sweden.
It is understood it is the first time Heineken has appointed an agency dedicated to its Kru?ovoice ad account in the UK.
In the UK Heineken works with a number of agencies across its different brands including BBH, AKQA, Lean Mean Fighting Machine and Adam and Eve. The agencies will be unaffected by the appointment.
Nick Wright, managing partner of My Agency, said: “We are gaining a great track record in building fan bases for great products. Kru?ovice is undoubtedly a great product with a terrific reputation amongst the beer cognoscenti.
“We are thrilled to be working with our friends at Heineken to help connect the brand to a wider community of drinkers.”
Audrey Schillings, senior brand manager for Heineken International, said: “Kru?ovice is one of Heineken’s best kept secrets, despite winning some prestigious awards.
“My Agency presented some excellent creative that will really help us unlock the potential of the brand by bringing it to life in a premium and contemporary manner that celebrates and respects the brand story.”