Heineken names Starcom MediaVest as its global media buyer
Heineken has announced that it has named Starcom MediaVest Group as its global media agency.
The appointment follows a review of its media planning and buying for its international brands, consolidated into one media agency.
Starcom MediaCest Group already works with the company across a number of regions, managing over half of its total global media spend.
Following the appointment, the agency will focus on Heineken’s top 15 media spending markets, which represents 85% of the company’s media investments. This will then be following by targeting the remaining markets, where the agency will be tasked with enhancing the effectiveness of its brand building work.
Alexis Nasard, chief commercial officer at Heinken, said: "This move is in line with our strategy to foster thought-leadership in the increasingly complex media world, leveraging the potential of both new and classical media, while maximising the proportion of our marketing spend which is consumer-facing. We are confident that this partnership will support HEINEKEN's broader strategy to drive top-line growth and market share, by stimulating consumer engagement and igniting the conversation around our brands."
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