Heineken hands place on global roster to 101

Heineken, the Dutch brewer, has added 101 to its global roster to handle strategy and creative activity without a pitch.

Heineken: ‘global tasks’
Heineken: ‘global tasks’

The agency is undertaking "global tasks" on Amstel and Desperados but will work on other Heineken brands too.

We Are Pi, the Amsterdam-based shop, picked up the global creative account for Desperados in November last year after a competitive pitch process that included Wieden & Kennedy, the incumbent.

Adam & Eve/DDB picked up the UK Amstel business, also in November, without a pitch after the account had been dormant for several years. The agency already worked on the John Smith’s, Kronenbourg 1664 and Foster’s brands.

101’s appointment does not affect We Are Pi and Adam & Eve/DDB. Starcom Media­vest Group handles global media planning and buying for Heineken. The agency won the brief in 2012.

Søren Hagh, the executive director of global marketing at Heineken, said: "101 understands our brands and will help us tell their stories."

Earlier this month, 101 parted company with Kettle Chips. The agency attributed the split to the client’s di­minished creative ambition.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published