D'ARCY, MEDIAVEST GET HEINEKEN BUSINESS

Billings Estimated at $80 Million

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NEW YORK (AdAge.com) -- Heineken N.V.'s Heineken International and Heineken USA have handed its U.S. business to Bcom3 Group's D'Arcy Masius Benton & Bowles, New York, and MediaVest, executives close to the situation said.

The creative portion of the estimated $80 million U.S. business will go to D'Arcy while MediaVest will handle media planning and buying, executives said.

Interpublic

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Group of Cos.' Lowe Worldwide, New York, had handled general marketing advertising and media planning for Heineken and Amstel Light for the past four years. That relationship ended in late January.

D'Arcy will also handle global creative branding work, according to executives familiar with the situation. That work was also developed by Lowe. Work between D'Arcy and the client begins March 1, executives said, and will be led from the agency's New York office.

Lowe London is expected to continue handling the $20 million U.K.-Ireland business.

Whether Michael Silver, the worldwide account director on Heineken at Lowe, will move to D'Arcy with the accountis unclear. Calls to D'Arcy were not returned at press time.

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