Heineken to work with only one media agency

Heineken to work with only one media agency

Heineken has said that it will seek efficiency savings in its marketing by using just one agency for media buying and planning globally.

In the majority of the brewer's main markets, it works with either Publicis' Starcom MediaVest and WPP's MindShare. Only one of these two will be chosen to continue working with Heineken's portfolio of beer brands, the group said today (30 November).

"We have the opportunity to leverage the benefits of our global scale to achieve efficiencies and quality improvements in our media buying," said Heineken's chief commercial officer, Alexis Nasard. The chosen agency, set to be in place by mid-2012, will initially work in Heineken's top 15 markets, including UK, Russia, Brazil, Mexico and Nigeria. 

Those 15 markets represent 85% of Heineken's annual media spend. The move to streamline media planning and buying follows other efforts by Heineken to "leverage its global scale", such as the decision to appoint one advertising agency to handle the Heineken brand worldwide.

Last year, Heineken launched a Global Business Services division to focus on controlling costs more tightly.