Heineken taps Euro RSCG as AOR, cites integration

Document Sample
Heineken taps Euro RSCG as AOR, cites integration Powered By Docstoc
					: Euro RSCG will start work as the English-
language AOR for Heineken on August 1.
The agency will manage strategy and cre-
ative for the Heineken brand franchise,
building integrated campaigns off of the
brand’s “Give yourself a good name” plat-
form, which debuted in March.
   Heineken invited a number of its existing
agencies — including Euro, StrawberryFrog,
Wieden & Kennedy and TBWA — to pitch.
Location was one factor for the client win:
Heineken wanted an agency that could work
closely with the team at its new Marketing
and Innovation Center in New York City,
construction of which was just announced.
Outgoing AOR Wieden & Kennedy had its
Portland office working on the brand.
   “We looked for a partner that could
think on a strategic level and express the          “We would like to continue on the same
Heineken and Heineken Light brands in a          path,” Wouters said of the brand’s upcoming
creative way on the ‘Give Yourself a Good        work with Euro. “It’s been quite successful,
Name’ platform,” said Filip Wouters, VP of       and we see great consumer traction. ‘Give
the Heineken brand. “We were also looking        yourself a good name’ is a broad platform
for someone who understood the category          that allows us to manage both Heineken and
and who was very collaborative.”                 Heineken Light under the same platform.”
 
				
DOCUMENT INFO
Description: Heineken is targeting a broad audience with the "Good name" push, focusing on men and women age 21 to 34 across ethnic groups. The beer is continuing "Good name" with Euro because, [Filip Wouters] said, it is getting "great traction" among consumers.
BUY THIS DOCUMENT NOW PRICE: $6.95 100% MONEY BACK GUARANTEED
PARTNER ProQuest LLC
ProQuest creates specialized information resources and technologies that propel successful research, discovery, and lifelong learning.