Heineken USA has moved its media account to Dentsu as it parts ways with Canvas Worldwide, which has handled media for the beer marketer since 2018.

The move effectively consolidates the global Heineken media account with Dentsu, which has held the business in most international markets since early 2021 as part of a broader agency shakeup that included awarding creative to Publicis Groupe.

The U.S. media account includes the flagship Heineken brand in addition to Dos Equis and Tecate. Measured media spending on the brands in the U.S. last year amounted to $102 million, according to Kantar.

In a statement confirming the move, a Heineken USA spokesman said "we are proud of the work we achieved together [with Canvas] and wish them all the best," adding that Dentsu is "already an integral part of the global Heineken family, and we are very excited to welcome them to Heineken USA."

Canvas Worldwide CEO Paul Woolmington in a statement said: "We are so proud of the relationship and work. It’s a bummer to lose to a global consolidation. Canvas is standing strong though and ready for the next exciting challenge!"

Heineken USA’s sales to retailers fell by 5.2% in the year-to-date period through March, with the company attributing the downturn to supply issues, according to a report in Beer Business Daily.

The Heineken brand this week debuted a global campaign from Publicis Italy that seeks to give some relief to those working longer work hours during the pandemic, due to blurred personal-work boundaries. A satirical ad shows a bottle opener that also shuts down work apps.