Publicis USA, which produced Heineken's "All About the Beer" campaign, and WPP Group's Berlin Cameron, which handled the launch of Heineken Premium Light, have been invited to participate in the review, which is being run by Boston-based Pile & Co.
Media remains with MediaVest
A Heineken spokeswoman said the review does not cover media duties, which will continue to be handled by Publicis' MediaVest.
"We have had a successful and productive relationship with Publicis over the past four years that has produced high-quality and effective advertising," Heineken Brand Director Andy Glaser said in a statement. "Our relationship with Berlin Cameron on Heineken Premium Light is still relatively new and we are very pleased with the work they have developed, which has contributed significantly to the success of the product launch."
Heineken spent $90.1 million on media during 2005, and was projected to spend $40 million on the launch of Heineken Premium Light this year.
The review comes as Heineken is riding a surge in sales for import brews. Shipments of Heineken climbed nearly 36% during 2005, according to trade journal Beer Marketers Insights, and most beer industry watchers said this year's launch of Heineken Premium Light surpassed their expectations.