Heineken hands global work to Red Brick Road
Heineken has appointed start-up Red Brick Road to handle the bulk of its £40m global advertising account.
The agency pitched against Dutch agency StrawberryFrog, which has held
the account since August.
The shift puts Clemmow Hornby Inge's hold on the company's UK business
in doubt, although a Heineken spokeswoman claimed that local advertising
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ACNielsen estimates that Heineken has an annual adspend of £3m in
the UK.
Red Brick Road's founder, Sir Frank Lowe, is believed to have links with
Charlene de Carvalho, daughter of former Heineken boss Freddie Heineken.
Lowe worked with her father when Lowe & Partners held the account. A
spokeswoman for Heineken insisted the business was awarded solely on
merit.
Red Brick Road will develop Heineken's worldwide communications and
advertising strategy. Local agencies will be charged with implementation
of the activity.
StrawberryFrog won the business in August 2005 from Wieden & Kennedy, in
a pitch that also involved McCann-Erickson and WCRS.
StrawberryFrog is expected to work on Heineken's sponsorship of the
Casino Royale James Bond film, which is due to be released on 17
November. The sponsorship is being backed by a multimillion-pound drive
including TV and cinema ads, as well as radio, digital and experiential
marketing.
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