HEINEKEN appoints global media agency
HEINEKEN announced today that it has selected Starcom MediaVest Group as its global media agency. The appointment, effective from July 1st 2012, follows HEINEKEN’s decision last year to review media planning and buying for its brands worldwide and consolidate to one media agency. The company’s objective is to improve both the effectiveness and efficiency of its marketing communications across the world.
Starcom MediaVest Group already works with HEINEKEN across a number of important regions and is currently the company’s biggest media agency, managing more than half of its total global media spend. In the first phase, the agency will focus on HEINEKEN’s top fifteen media spending markets (1), which represent 85% of the company’s media investments. This will be followed in a second phase by the remaining markets. The newly appointed agency’s role will be to enhance the effectiveness of the company’s world-class brand building work, while fully leveraging the company’s increased buying power.
Alexis Nasard, Chief Commercial Officer at HEINEKEN said: “This move is in line with our strategy to foster thought-leadership in the increasingly complex media world, leveraging the potential of both new and classical media, while maximising the proportion of our marketing spend which is consumer-facing. We are confident that this partnership will support HEINEKEN’s broader strategy to drive top-line growth and market share, by stimulating consumer engagement and igniting the conversation around our brands.”
The move to globalise media buying is in line with a number of other initiatives across the company to leverage scale primarily executed under the TCM2 umbrella, and to drive consumer focus.
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