Heineken its shuffling its agency deck once again, this time calling a global pitch between Publicis and Wieden+Kennedy, the biggest agencies for Amstel and Heineken respectively.
The new move means that Heineken agencies Euro RSCG in the US and Bartle Bogle Hegarty in the UK lose out.
The review is being led by new Heineken US CMO Lesya Lysyj who joined from Kraft in February. Lysyj seems to be another of those marketers in a hurry as she says she aims to conclude the pitch in May.
“We’ve got this great global strategy that needs to find the best partner to help us translate that to the U.S. market,” Lysyj told Ad Age. “What we’re looking to do is consolidate the business under one of the two agencies that work on the Heineken brand globally.
“We think that approach makes the most sense given where we are going as a worldwide company.”
Heineken spends about $400m across all its brands, which may account for the furious hiring spree at W+K Amsterdam whose ‘open your world’ Asteroids Galaxy Tour campaign has been running in the US recently as well as 50 other countries.
So it looks like W+K in the driving seat then.