Meerkat appointed to £7m Holsten UK brief

Holsten UK has appointed below-the-line agency Meerkat to handle its £7m direct marketing account following a pitch.

The lager brewer has previously worked with Black Cat on its below-the-line advertising account. It is not known whether Black Cat pitched for the business.

Meerkat is run by former First Quench marketing director Paul Vines.

Holsten marketing director Andrew Edge plans to spend the bulk of his advertising and marketing budget on below-the-line activities rather than on television advertising. TBWA/London handles the creative account for Holsten UK (MW June 29, 2000).

In the past, TBWA’s ads for Holsten Pils have used actors such as Griff Rhys Jones and Denis Leary.

Last year the company launched Holsten Fusion, a fruit-flavoured beer, claiming that it was the nation’s first “alcopop lager” (MW March 7, 2002). The launch targeted 18-to 27-year-olds. The move followed the company’s announcement that it would no longer use sponsorship as part of its brand strategy, after the end of its £2m tie-up with Tottenham Hotspur Football Club.

Holsten has tried to diversify into the connoisseur’s beer market with the launch of Duckstein, a specialist beer sold through off-licences.

Holsten UK is a subsidiary of one of Germany’s largest breweries, Holsten-Brauerei.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here