Red Brick Road takes lead role on global Heineken business

LONDON - The Red Brick Road has been appointed as the lead agency on Heineken's £40m global advertising account.

The agency was involved in a pitch that kicked off in June against StrawberryFrog Amsterdam to become the central global agency for Heineken's creative business.

There is speculation that the business has been handed to The Red Brick Road because Sir Frank Lowe, the founder of the agency, has close ties with Charlene de Carvalho, the daughter of former Heineken boss, Freddie Heineken.

Peter van Campen, director group commerce of Heineken, said: "The Red Brick Road has proven to be the best partner for us as leading global agency because of their excellent communication strategy skills and creative ideas. We are confident that we will further strengthen our Heineken brand communications with The Red Brick Road.

StrawberryFrog won the business in August 2005 when Heineken decided to review the business out of Wieden & Kennedy Amsterdam, after a pitch against McCann Erickson and WCRS.

StrawberryFrog is continuing to work on a number of projects for Heineken such as a sponsorship drive for the new James Bond film, which is due to break in the autumn. In addition, it will carry on with its work for the "world of Heineken" brand work.

In the UK, Clemmow Hornby Inge handles the UK account for the beer brand, which has been advertising on UK television for about 30 years and is famous for its tagline "refreshes the parts other beers cannot reach".

The appointment of the Red Brick Road does not affect the UK account.

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