Heineken appoints Starcom MediaVest to £230m global media account

Heineken has appointed Starcom MediaVest Group to its estimated 230m consolidating global media business, after a head-to-head pitch against part-incumbent Mindshare.

Heineken: appoints Starcom MediaVest
Heineken: appoints Starcom MediaVest

Starcom MediaVest already held the £30m account in the UK, but it will now take on the media planning and buying business for all of Heineken's brands in 42 markets across the world.

In the first phase, from 1 July, Publicis Groupe-owned Starcom MediaVest will focus on Heineken's top 15 spending markets, which account for 85% of the company's media spend and include the UK, USA, Russia, Brazil and France.

In a second phase, Starcom MediaVest will take on the remaining markets.

Starcom MediaVest will be charged with enhancing the effectiveness of the company's brand-building work, while fully leveraging the company's increased buying power.

The review was called in November last year in an attempt to achieve cost efficiencies. Alongside the UK, MediaVest previously had the account in the USA, Italy and Mexico, while Mindshare’s biggest markets were the Netherlands and Ireland.

Alexis Nasard, chief commercial officer at Heineken, 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 that 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."

The appointment of a global media agency is part of a wider push by Heineken to leverage its global scale, by appointing a global ad agency for the Heineken brand and creating a global business services organisation.

Follow Maisie McCabe on Twitter @MaisieMcCabe


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Top 10 regional press ads
Share
Trading Places: this week's people moves

Trading Places: this week's people moves

WPP appoints Roberto Quarta as chairman, Denise Turner becomes director of insight at Newsworks, and Simon Rees steps down as chief executive of Digital Cinema Media, in this week's round-up of people moves in advertising, marketing and media.

Share
Newsworks appoints Denise Turner as director of insight

Newsworks appoints Denise Turner as director of insight

Denise Turner is leaving Havas Media Group after 14 years to become director of insight at Newsworks.

Share

Get news by email