Dentsu International grabs Heineken’s USA media account
By Abimbola Mohammed
Heineken USA has selected Dentsu International for its media duties after it parted ways with Canvas Worldwide, which handled the media duties for the foremost Netherlands-based beer makers since 2018.
The move effectively consolidates the global Heineken media account with Dentsu as part of a broader agency shakeup that included awarding creative to Publicis Groupe.
With the award of the brewer’s U.S. account, Dentsu will handle media duties globally for the brewer, including its flagship brand as well Dos Equis and Tecate.
Heineken USA spends about $200 million annually on measured media, including an estimated $120 million for traditional and $80 million for online according to agency research firm COMvergence.
A statement by Heineken USA spokesman reads: “As part of a global consolidation, we have made the decision to change media agencies after working with Canvas Worldwide for the past 3 years.”
“We achieved together and wish them all the best. Our new US media agency will be Dentsu International. They are already an integral part of the global Heineken family and we are very excited to welcome them to Heineken USA.”
According to Paul Woolmington, CEO Canvas Worldwide in a statement: “We are proud of the relationship and work. It’s a bummer to lose to a global consolidation. Canvas is standing strong though and ready for the next exciting challenge.”
Canvas WW was awarded the account in November of 2018. The account had previously been with Publicis Groupe’s Starcom. Publicis continues to handle worldwide creative duties for Heineken.
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