Stream to develop film tie-ins as part of Heineken’s global strategy

Bourne-heinekinStream, the branded content arm of TBWA/London, has landed a place on the Heineken roster to develop and implement a global film strategy.

The agency appointment is expected to lead to a boost in Heineken’s film strategy, which has already seen it tie up with The Bourne Ultimatum and Bond film Casino Royale.

Stream has previously worked with Heineken on a project basis, including developing its role as global beer brand for The Bourne Ultimatum.

Heineken is expected to plough millions of pounds into the strategy. Stream managing director Gemma Newland says the branded content arm will be working across a “raft” of film opportunities with Heineken. It is understood that the next deal is due to be announced imminently.

Stream has also worked with Eurostar on its partnership with The Da Vinci Code film last year and has worked with mobile phone operator Orange on a UK and global basis on a number of film partnerships, which including Star Wars.

It is not known if the global film strategy forms part of the “major relaunch” mooted last year, with insiders suggesting its UK positioning had failed (MW November 2, 2006).

It is not clear if the appointment will lead to Heineken leveraging its brand across film-related sponsorship and events, similar to the strategy previously pursued by Stella Artois.

Heineken’s corporate advertising agency The Red Brick Road was co-founded by Sir Frank Lowe, who is credited with pushing Stella into film during his time at Lowe.