Heineken takes the global path to reach the parts its competitors are reaching
Once it was the beer that the others followed - now Heineken is on the worldwide warpath once again
It's going to be fast! The competition is to be concluded by mid-May, says AdAge. The aim: to align Heineken U.S. advertising with the efforts of its Netherlands-based global parent.
The brand has struggled for some time.The move will mark the fifth creative agency for Heineken since 2006. It's the first big change since new Chief Marketing Officer Lesya Lysyj, a former Kraft Foods marketer, took over at Heineken USA in February.
"We've got this great global strategy that needs to find the best partner to help us translate that to the U.S. market," Ms. Lysyj told Ad Age. "What we're looking to do is consolidate the business under one of the two agencies that work on the Heineken brand globally.
"we think that approach makes the most sense given where we are going as an overall worldwide company.
The pitch will be handled out of the New York offices of both agencies. The importer is already tapping the global approach in the U.S. for Heineken, running TV commercials which have appeared in 50 countries by Wieden & Kennedy, Amsterdam, called "Open Your World" . These portray the Heineken drinker as a worldly, confident and open-minded consumer.