HEINEKEN appoints global media agency
Amsterdam, May 2(nd) 2012 - HEINEKEN announced today that it has selected
Starcom MediaVest Group as its global media agency. The appointment, effective
from July 1(st) 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.
Note to editors:
(1) HEINEKEN´s Top 15 media spending markets: USA, Spain, UK, Russia, Italy,
Poland, Mexico, France, Netherlands, Portugal, Ireland, Romania, Brazil, Finland
HEINEKEN is a proud, independent global brewer committed to surprise and excite
consumers with its brands and products everywhere. The brand that bears the
founder´s family name - Heineken® - is available in almost every country on the
globe and is the world´s most valuable international premium beer brand. The
Company´s aim is to be a leading brewer in each of the markets in which it
operates and to have the world´s most valuable brand portfolio. HEINEKEN wants
to win in all markets with Heineken® and with a full brand portfolio in markets
of choice. The Company is present in over 70 countries and operates more than
140 breweries with volume of 214 million hectolitres of group beer sold.
HEINEKEN is Europe´s largest brewer and the world´s third largest by volume.
HEINEKEN is committed to the responsible marketing and consumption of its more
than 250 international premium, regional, local and specialty beers and ciders.
These include Amstel, Birra Moretti, Cruzcampo, Desperados, Dos Equis, Foster´s,
Heineken, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow,
Tecate, and Zywiec. Our leading joint venture brands include Cristal,
Kingfisher, Tiger and Anchor. In 2011, revenue totaled EUR 17.1 billion and EBIT
(beia) was EUR 2.7 billion. The number of people employed is around 70,000.
Heineken N.V. and Heineken Holding N.V. shares are listed on the Amsterdam stock
exchange. Prices for the ordinary shares may be accessed on Bloomberg under the
symbols HEIA NA and HEIO NA and on the Reuter Equities 2000 Service under
HEIN.AS and HEIO.AS. Most recent information is available on HEINEKEN´s website:
Tel: +31 (0)20 52 39 355
Click here to open the newsrelease.:
This announcement is distributed by Thomson Reuters on behalf of
Thomson Reuters clients. The owner of this announcement warrants that:
(i) the releases contained herein are protected by copyright and
other applicable laws; and
(ii) they are solely responsible for the content, accuracy and
originality of the information contained therein.
Source: HEINEKEN International via Thomson Reuters ONE