London independent 101, now gaining momentum after a slowish start in life, has been added to Heineken’s global roster. 101 will work on Amstel and Desperados, among other brands.
Heineken moved most of its global business out of Wieden+Kennedy last year. W+K then promptly won Bud Light, one of the biggest brands in the AB InBev portfolio. AB InBev is currently trying to merge with SAB Miller to create the world’s dominant beer company.
Heineken uses the UK’s adam&eveDDB and Amsterdam’s We Are Pi in Europe. A&E handles John Smith and Fosters in the UK.
101’s partners include Phil Rumbol, marketing director of Cadbury when it produced the famous ‘Gorilla’ campaign with Fallon, also part of 101’s DNA. The agency seems to be establishing itself as a go-to place for what we used to call FMCG accounts. Its clients include Tango, a proving ground for indy creative agencies over the years, most notably at Howell Henry.