BBH picks up 40m Heineken account

Heineken has appointed Bartle Bogle Hegarty to its 40m global advertising brief following a pitch against incumbent Red Brick Road.

Heineken has appointed Bartle Bogle Hegarty to its £40m global advertising brief following a pitch against incumbent Red Brick Road.

The incumbent will retain a place on the Heineken roster. It has already been tasked with a new corporate social responsibility campaign for the beer brand.

The appointment of BBH follows news that the agency held “secret talks” with the Dutch brewer this summer with a view to working on some projects for Heineken, including its sponsorship of the UEFA Champions League (MW August 21). At the time, the brewer was also thought to have talked to Wieden & Kennedy in Amsterdam.

It is thought the pitch followed the brewer’s decision to “refresh” the premium strength Heineken brand. The brand was launched five years ago after the standard strength Heineken Cold Filtered lager, then brewed under contract by Whitbread, was ditched.

Sources say BBH’s appointment suggests Red Brick Road could be forced to adapt the global work that the new lead agency will create.

Red Brick Road won the Heineken business, including the sponsorship of the UEFA Champions League, two years ago. It had previously been handled by Strawberry Frog. The win came soon after the agency was set up by Sir Frank Lowe, who is known to have close ties with the daughter of the former Heineken boss, Freddie Heineken.

Heineken is thought to be planning to announce its new roster later this week.

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