Heineken has appointed Starcom Mediavest Group (SMG) to its estimated $373m global media business, following a pitch against part-incumbent Mindshare.

SMG already works with Heineken, managing more than half of its total global media spend.

The agency’s first task will be to focus on the brand’s top 15 media spending markets which include US, Spain, UK, Russia, Italy, Poland, Mexico, France, Netherlands, Portugal, Ireland, Romania, Brazil, Finland and Nigeria and represent 85% of its media investment.

The second phase will include work across its 27 remaining markets.

The move comes as part of Heineken’s decision in November to review the media planning and buying for its brands worldwide and consolidate to one media agency, as it looks to improve the effectiveness and efficiency of its marketing communications.

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