Heineken USA’s Marketing Won’t Change as a Result of the Switch from Starcom to Canvas
Heineken USA has appointed Canvas Worldwide as its media agency of record following a review. The appointment will be effective as of January 1, 2019. Sources at Heineken tell Portada that "marketing plans will continue to be the same, just with a new agency partner to execute against our media buying strategy. "
In 2012, Heineken consolidated its´media business with Publicis Groupe's Starcom Mediavest. Publicis will continue overseeing Heineken's creative brand globally. The media review was led by Heineken USA's new Chief Marketing Officer Jonnie Cahill. Heineken USA's brand roster includes Heineken lager, Dos Equis, Tecate and Strongbow cider. The marketer's total alcoholic beverage sales fell 5 percent in the 52 weeks ending Nov. 3, according to Nielsen data cited in a recent Wells Fargo report.
As HEINEKEN USA seeks to be even more relevant to our consumers and target down to the zip code, this change will ensure we are approaching marketing to our consumers in the most connected, effective and locally relevant way.
Will the media agency switch impact multicultural marketing? "It will make it even more effective and efficient," says Gustavo Guerra, Brand Director / Tecate and a member of Portada's Council System. "As Heineken USA seeks to be even more relevant to our consumers and target down to the zip code, this change will ensure we are approaching marketing to our consumers in the most connected, effective and locally relevant way," Guerra tells Portada.
Heineken ad spending reached US$476 million in the U.S. last year, according to Ad Age Datacenter's 200 Leading National Advertisers report.