December 3, 2012
Heineken, one of the strongest performers among imported beer with U.S. Hispanics and a major player throughout Latin America, is reassigning its Hispanic creative and public relations duties.
The responsibilities, which have been held by Vidal Partnership, are now being split between PR agency giant Edelman and heritage total-market shop Wieden+Kennedy New York. Specifically, HispanicAd reports, Edelman will develop and implement public relations programs for the Heineken, Heineken Light and Amstel Light brands. Edelman will also manage general-market and Hispanic campaigns surrounding consumer-marketing launches and event-sponsorship activations.
At Wieden + Kennedy New York, Hispanic above-the-line activations for Heineken and Heineken Light will accompany the agency’s management of total-market advertising and social media channels.