Heineken holds agency meetings over $40m global ad business

Heineken is in talks with a number of agencies over its $40m global advertising business. It is understood the brewing company has had meetings with agencies in London and Amsterdam over its future advertising strategy.

The brewer is understood to be considering a number of options, including a full pitch for the global business handled by Red Brick Road. It is thought that Heineken marketers are unhappy with the current arrangement, believing work would be easier to sell globally if handled by a network, rather than an independent UK agency.

Red Brick Road won the account in 2006 from Amsterdam-based StrawberryFrog following a two-month pitch. Heineken this week moved its £5m UK media planning and buying account from WPP-owned Mindshare into Starcom MediaVest without a pitch. Mindshare continues to handle Heineken’s global media planning and buying business.

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