Heineken Makes Cuts in Agency Review

Four Shops Left to Chase $130 Million Creative Account

By Published on .

CHICAGO (AdAge.com) -- Heineken USA has narrowed its $130 million creative agency review to four shops.
Publicis, New York; Berlin Cameron, New York; Arnold, Boston; and M&C Saatchi remain in the running for Heineken's ad account.
Publicis, New York; Berlin Cameron, New York; Arnold, Boston; and M&C Saatchi remain in the running for Heineken's ad account.

Making the cut
The remaining shops are: Publicis Groupe's Publicis, New York; WPP Group's Berlin Cameron, New York; Havas' Arnold, Boston; and independent M&C Saatchi, according to executives familiar with the matter.

Publicis is the incumbent for Heineken Lager, and the architect of its "All about the beer campaign."

Berlin Cameron currently handles creative duties for Heineken's recently launched light beer, best known for glossy, nightlife-oriented spots featuring the music of the Pussycat Dolls.

Both brands have been growing robustly amid a strong imported beer market.

Dropped from review
The agencies which didn't make the cut include: Interpublic Group of Cos.' Carmichael Lynch; MDC Partners' Kirshenbaum Bond and Partners and Margeotes Fertitta & Powell; and Publicis' Saatchi & Saatchi.

WPP's JWT dropped out after winning creative duties for Diageos Smirnoff Ice.

Boston-based Pile & Co. is Heineken's review consultant. A Heineken spokeswoman didn't immediately return a phone call seeking confirmation or comment.

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Matthew Creamer and Willow Duttge contributed to this report.
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