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.