Following “strategic discussions”, both locally and in its Amsterdam head office, between the agency and Heineken, Publicis Worldwide has been appointed the lead agency for Heineken and its portfolio in the Canadian market.
Publicis is leading creative and strategy across channels for the beer brand, which is focused on accelerating growth in the Canadian market and bringing a new brand positioning to life this year.
Publicis has been the lead agency for Heineken in several countries for a number of years, and was named lead global agency in 2015, working with local agency partners in different markets. In Canada, the brand named Sid Lee its lead agency in 2016.
Commenting on the current assignment, Laurent Delmouly, managing director for Heineken Canada, said Publicis’ ability to “access a global view” on the brand and put it to work to support momentum in the Canadian market was a key factor in the selection.
The assignment also covers Heineken’s international brands portfolio, which includes Strongbow, Birra Moretti, Sol, Dos Equis, Tecate, Newcastle and Murphy’s. Delmouly said that in addition to accelerating the growth for the Heineken brand, it is looking to “shape the cider category” with Strongbow and further develop its international brands.
It would be recalled that in 2015, Publicis assumed lead global creative responsibilities for the Heineken brand, following the split between the world’s third-largest brewer and Wieden + Kennedy. The Publicis Groupe network has been one of Heineken’s roster shops, producing ads like the Dream Island campaign.
W+K worked on Heineken for five years, producing work like the “Legends” campaign that helped the company earn recognition as the 2015 Creative Marketer of the Year at Cannes.