BBH joins Heineken's £40m global roster

by Darren Davidson, Brand Republic 12-Nov-08, 09:00

LONDON - Heineken has appointed Bartle Bogle Hegarty (BBH) to its £40m global creative roster alongside incumbent The Red Brick Road.

The Dutch brewer began talking to rival agencies in London and Amsterdam in July.

In the end Heineken retained The Red Brick Road on its roster, and the agency is already working on a new corporate responsibility campaign for the brand.

BBH, which was informed of Heineken's decision last night, will take the lead role on Heineken's roster, and may work on the brand's UEFA Champions League sponsorship activity.

The Red Brick Road picked up Heineken's creative business in July 2006, and went on to develop a critically lauded TV campaign to support the brand's new continental draught variety.

The commercials featured a series of humorous situations involving a British drinker and his continental cousins, alongside the line "Get the head right and the rest will follow".

Heineken's decision to move its account to The Red Brick Road in 2006 rekindled ties with the agency's founder Sir Frank Lowe.

Lowe worked with the Heineken family in the 1970s, when he developed the iconic line, "Heineken refreshes the parts that other beers cannot reach".

Heineken's roster agencies include digital agency AKQA and Amsterdam-based TWA BEC.

Comments

Adam Kirby - 12/11/2008

Frank Lowe "developed" the line Refreshes The Parts? I think you might find it was actually Terry Lovelock. In 1974. For Colletts. On behalf of Whitbread.