Heineken USA Awards Digital Duties for Flagship Brands to Euro RSCG

AKQA Will Continue to Head Global Digital Account

Posted by Rupal Parekh and Jeremy Mullman on 01.07.10 @ 01:53 PM


NEW YORK (AdAge.com) — Importer Heineken USA is again expanding its relationship with Havas’ Euro RSCG, this time handing the shop national digital duties for its flagship lager brands, Heineken and Heineken Light.

AKQA is the global digital agency for Heineken but is not affected by the new responsibilities handed Euro. “AKQA has the global account, which is led out of Amsterdam, but we have always had a separate agency network in the U.S. for our business,” a spokeswoman for Heineken USA explained in an e-mail. The beer maker has not had an agency of record for digital marketing for Heineken and Heineken Light since summer of 2008. That shop was Publicis Modem.

Still, that Euro was able to snag digital duties signals pure-player digital shops are facing stiff competition on two ends: from big integrated agencies such as Euro and smaller digital upstarts. Late last year, IBM moved all of its digital work from Publicis Groupe’s Digitas to Euro, while another major marketer, Wm. Wrigley & Co., dumped a trio of big digital shops in favor of smaller, more nimble players. (more...)

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