Heineken cuts marketing agencies for namesake brand

Heineken cuts marketing agencies for namesake brand

Heineken has significantly cut the number of marketing agencies that it uses for its namesake beer brand, following the launch of a global advertising campaign.

The Netherlands-based brewer has reduced the number of agencies working on the Heineken brand around the world from 25 to just four. The move is part of the brewer's strategy to centralise its advertising strategy for the brand.

Yesterday (6 April), the group announced that it has parted ways with its agency in the US, Euro RSCG, in respect of Heineken and Heineken Light. "This move is in no way a reflection of the work Euro has done on these brands," said Heineken, adding: "Rather, it reflects the new direction being taken to manage the brand on a global basis."

Euro RSCG will continue to work with Heineken on Dos Equis lager in the US, but two of the remaining global agencies for the Heineken brand - Wieden + Kennedy NY and Publicis - will now fight it out to be the Heineken brand agency in the country.

In January, Heineken launched a global campaign for its namesake brand, under the strapline 'Open Your World'. It is the sign of an emerging trend in the beer industry, in which the size of individual brands does not often match the global reach of the top multinational players. Heineken lager represents 13% of the Heineken group's annual volume sales.

This week, Carlsberg launched its first global campaign around its own namesake brand, under the banner of 'That Calls for a Carlsberg'. The Denmark-based brewer said that it aims to double profits on the Carlsberg brand within four years, although it declined to give figures on the brand's current profitability.