Heineken Splits with Ad Agency

Hires Wieden & Kennedy.

Heineken USA last week dismissed its lead ad agency.

Heineken USA confirmed to Adweek that it had dismissed Berlin Cameron United. Berlin had handled Heineken Premium Light since its launch. It added duties for Heineken only nine months ago.

The parting of ways follows the departure earlier this year of Heineken CEO Andy Thomas.

Heineken USA has moved the brands to Wieden & Kennedy, which previously worked for Miller Brewing Company on Miller High Life and other brands.

Adweek says the account represents about $100 million in media spending.

Ad Age notes that the switch comes amid slowing sales trends:

"But the shift comes as Heineken has seen its sales growth slow amid its effort to raise prices this year."

The Adweek story quotes Heineken’s chief marketing officer:

"Ken Kunze, CMO at Heineken, addressed the shift from Berlin: 'Over the past year, we have worked to solidify a new platform for Brand Heineken, and have had a divergent point of view from Berlin Cameron as to the best strategic direction for the brand creatively and we have decided to amicably part ways. We wish Ewen and the Berlin Cameron team continued success.'"

The agency said it was “shocked” by the move. From the Adweek story:

"'I'm shocked because we've only succeeded on behalf of the company,' said Berlin president Bill Grogan, citing, for example, the sales success of Heineken Premium Light, which launched in 2006 and is now the No. 6 imported beer brand in the U.S., per IRI."

The Adweek story can be seen here.

The Ad Age story can be seen here.