Two shortlisted as Heineken consolidates global media account into one agency
Starcom MediaVest and Mindshare are slugging it out for the global Heineken media account after the brewer announced that it is to consolidate media planning and buying for all its brands into one agency. Heineken already works with the two agencies in the majority of its regions and it has shortlisted both to compete for the account. The beer giant intends to have chosen which one will be its sole new agency "by the middle of 2012". Alexis Nasard, chief commercial officer at Heineken, said: "The ultimate goal is to improve our media performance through better strategy, planning and execution, while maintaining the absolute requirement for stand-out brand communication in all channels we choose to focus and operate in.''