Heineken Hands Its U.S. Digital, Social Business to Red Urban

Heineken USA selected Omnicom’s Red Urban as its lead digital and social marketing agency. The client formerly worked with a roster of agencies on digital and social media marketing assignments including creative AOR Publicis, Havas, 360i, We Are Social and Nomades.

Red Urban, which currently has offices in Toronto and Amsterdam, will open a new location in New York to service the client, whose brands include Heineken, Heineken Light, Tecate, Amstel, Dos Equis and Strongbow hard cider. According to a release, the office is a “bespoke solution which will also draw upon a number of agencies and partners.”

“We could not be more thrilled to partner with Heineken here in the U.S. and create something new, bespoke and innovative for them,” Red Urban group business director Emilio Rosas said in a statement. “The landscape is changing rapidly and we believe this fixed and flexible model allows us to respond at the speed of the marketplace with the right talent at the right time!”

“With Red Urban at the helm, and the ability to leverage Omnicom digital and social capabilities, we look forward to taking Heineken’s consumer centric strategy to the next level,” Omnicom Digital CEO Jonathan Nelson added.

Heineken USA chief marketing officer Nuno Teles cited Red Urban’s “fantastic track record for developing winning programming” in the selection, adding, “we look forward to partnering together across our portfolio of premium import beers and ciders.”

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