The move comes in the wake of Heineken's recent acquisition of the UK brewer Scottish & Newcastle. MediaVest has handled the media planning and buying for S&N since 1995. MindShare will continue to handle Heineken's global media planning and buying account.
The Heineken and Amstel brands will be integrated into Scottish & Newcastle's UK portfolio, which includes John Smith's and Strongbow.
MediaVest will handle the enlarged S&N brand portfolio, worth £25 million, from 1 January 2009.