The World: Heineken to consolidate global media biz

Published on .

[london] Heineken has confirmed it is planning to consolidate its $130 million media account.

"We are considering a review of our global media roster," a Heineken spokesman said.

Media planning and buying for the Netherlands-based brewer is currently handled on a country-by-country basis, using agencies from WPP Group, Omnicom and Publicis Groupe around the world.

The Heineken brand is sold in almost every country in the world, and the beer is an official sponsor of the UEFA Champions League soccer and the Rugby World Cup. It is also a "preferred partner" of "Casino Royale," the James Bond film due to open in fall. Strawberry Frog, the Amsterdam agency that won the Heineken global brief last August, continues to work on projects for brewer. The news follows the appointment of Frank Lowe's U.K. startup, Red Brick Road, as Heineken's lead international creative agency. -emma hall

KM Casa inserts fabric ads in Brazil mags

[sao paulo, brazil] A local Brazilian liquid detergent is emphasizing its love of caring for clothes by running a magazine ad made out of fabric. The ad for KM Casa's Coquel brand by local agency Loducca, Sao Paulo, is glued into the magazine with an adhesive strip, and reads, "We like clothes so much that our ad couldn't be done on paper." The ad is running in several magazines, totaling 200,000 copies, including the August issue of Nova, the Brazilian version of Cosmopolitan. An agency spokesman said each of the 200,000 ads must be glued into the magazine individually.

-laurel wentz

Henkel shifts four brands to DDB, TBWA