Heineken USA has added a couple new agencies to help market its Strongbow cider brand. Dentsu's 360i will take over as digital agency of record in the U.S., while Interpublic's Current was named AOR for PR.
The moves come in the wake of Heineken recently parting ways with Droga5, which had led creative for Strongbow and Newcastle beer. Strongbow's previous PR agency was Edelman, which won the assignment in 2013. Edelman continues to handle brand Heineken, Dos Equis, Amstel, as well as Heineken USA corporate PR, according to a Heineken USA spokesman. Global creative advertising for Strongbow is with Cloud Factory.
"Strongbow has exciting new programming planned for 2017 as we evolve our work to align with the global campaign," Jessica Robinson, Heineken USA's senior director of marketing for portfolio brands, said in a statement. "Current stood out by demonstrating a strong understanding of our brand and by bringing fresh thinking, new perspectives and innovative activation ideas to the table. 360i is an agency that's digitally led, but not digitally limited. They proved the ideal marketing partner to help us drive continued growth, consideration and momentum."