The World: New York - Heineken holds talks with shops about Amstel brief

Heineken USA is talking to New York agencies about creative ideas for its $20 million Amstel Light business, bringing into question Publicis' hold on the overall Heineken business in the US.

The company has contacted Bartle Bogle Hegarty and StrawberryFrog to discuss creative ideas. However, the brewer said Publicis remains Heineken's agency of record in the US.

Publicis' New York office has managed the $70 million Heineken USA account since 2003. It picked up the business by default when its sister agency, D'Arcy Masius Benton & Bowles, was merged with Leo Burnett.