Why Heineken Wants to Add a Second Global Media Agency Group
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Mediavest/Spark and Starcom handle media planning and buying for Heineken in 30 markets around the world, including the U.S. But if the Publicis Groupe shops want to add to that list the more than 40 other markets where the brewer operates, they might face competition.
Currently Heineken uses a smattering of agencies in those 40 or so markets. But the brewer is taking a hard look at consolidating that business, too. Still, as Heineken goes through that process, executives do not want to rely on just one global agency network. So it is seeking a second global agency group.
“The decision to move to a two-agency roster was not prompted by anything SMG has or has not done,” Gregory Kukolj, Heineken’s global head of media and digital, said this week in an interview explaining the decision. (SMG refers to Starcom and Mediavest.) “We do feel however there is definitely value in tapping into two agencies, each with its own skillsets.”
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