Starcom Media Retains Heineken Business
Despite the proposed merger relationship between Publicis Groupe and Troyka Holdings, there are strong indications that Starcom Media Nigeria, the former affiliate partner of Publicis’ media agency, Starcom MediaVest, may have finally secured the approval to retain the Heineken business in the Nigerian market.
The unfolding development is coming against the backdrop of initial fears that Starcom Media Nigeria was bound to lose the juicy media account in view of the imminent consummation of the merger deal between Publicis network and Troyka Holdings. The acquisition deal which is almost concluded and awaiting announcement any time from now is said to demand an unprecedented realignment of accounts, such that all of Publicis international businesses in Nigeria will be warehoused at Troyka Holdings agencies.
The acquisition deal, we gathered was behind the decision by Starcom MediaVest, the Heineken Global account owner, to terminate its long term relationship with Starcom Media Nigeria, thereby fuelling speculations that the Heineken Nigeria account may be on its way out of the Nigerian agency.
Feelers emanating from the global media shop have revealed that Starcom MediaVest may have decided against such a move because of concerns that it could jeopardise the account, which is one of the juiciest business on the global agency’s portfolio. MARKETING EDGE authoritatively gathered that the decision by the frontline media agency allow Starcom Nigeria to retain the Heineken account despite severing its affiliation relationship; was reached after series of rigorous brain storming sessions and discussions on moving the Heinekens business forward in Africa’s largest market.
The Heinekens business which is worth £230m was awarded to Starcom MediaVest Group in May 2012 after a head-to-head pitch against then part-incumbent Mindshare. Starcom is responsible for the media planning and buying business for all of Heineken’s brands in 42 markets across the world.
Starcom Mediavest Group further fastened their hold on the Heineken account last year when it won the highly-coveted Grand Prix Award at the inaugural Digital Cinema Media Awards for their Heinekens ‘Open Your Cities campaign’. Some of the accounts on Starcom MediaVest portfolio are BMW, Kraft Heinz.
With this unfolding development, it remains uncertain the likely reaction of the Publicis Group’s new partner Troyka Holdings which has been a major beneficiary of some account realignments. Since Starcom MediaVest severed relationship Starcom Media Nigeria, in view of Publicis and Troyka acquisition, no fewer than five major media business have been realigned at the local level, top among them are Coca Cola and Etisalat.
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