VIEWS: 10 PAGES: 2 CATEGORY: Business & Economics POSTED ON: 6/18/2010
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.
: 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.”
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