Bartle Bogle Hegarty’s hot streak continues with the award of Heineken’s global Sol account, a move which will pitch it against Wieden+Kennedy Amsterdam which recently won the $400m global Heineken account on the back of its much-praised ‘open your world’ campaign (or the ‘entrance’ as it’s now being referred to rather confusingly).
BBH handled the UK slice of Heineken prior to this so there’s more call for inter-agency rival between two of the world’s major creative players.
Heineken’s marketing has been a mess for years, switching agencies at regular intervals, but this latest move may show the hand of new US CMO Lesya Lysyj who joined from Kraft in February.
Unlike some CMOs Lysyj seems quite happy to go for bold campaigns from agencies with a mind of their own and now she’s got two of them.
Sol is a much smaller brand than Heineken of course, certainly in Europe. It’s never really moved on from the days when young movers and shakers would stick a slice of lime in the top.
‘Open your world’ from W+K has profited mightily from its use of Asteroids Galaxy Tour and foxy singer Mette Lindberg.
BBH rather prides itself on the use of music too of course, so that’s another contest to look forward to.
The Sol win for BBH comes hard on the heels on the award of Akso Nobel’s £60m Dulux account and other new business including Wonderbra. This follows a period in which the agency failed toconvert a number of pitches and was also hit by the loss in the US of Cadillac to sibling Publicis and the departure of US creative chief Kevin Roddy.
None of the new assignments could be called easy. Owner Akso Nobel has hardly shown a sure touch since taking over Dulux marketing with the hire and then rapid firing of Euro RSCG.
Wonderbra is still living on Nigel Rose and Trevor Beattie designed glories from the days when model Eva Herzigova memorably fronted its advertising. And Sol brings comparisons with W+K.
And then the agency must also produce a decent campaign for British Airways this autumn, another client that doesn’t seem to know what role advertising should play in its strategy (assuming it has one).