Heineken USA launches creative review


The brewer’s US arm is conducting a competitive review for a new AOR for both Heineken and Heineken Light. Euro RSCG, the incumbent on the account. It was not invited to participate, however, Lesya Lysyj, Chief Marketing Officer for Heineken USA noted this move is in no way a reflection of the work Euro has done on these brands. “Rather, it reflects the new direction being taken to manage the brand on a global basis. Euro is a strong creative agency, and we look forward to continuing to partner with them on the award-winning work they have produced on the Dos Equis brand which remains one of the fastest growing imports in the U.S.”

Only two agencies were invited to participate: Wieden + Kennedy NY and Publicis – both of which serve as global agencies for the Heineken brand.

Heineken USA plans to announce its selection by mid May.