by Nikhil Sequeira on June 19, 2020
Publicis has been selected to lead the Heineken business in Canada after several months of strategic discussions with Heineken, both locally and in Amsterdam.
The Agency has been enlisted to help accelerate further growth in Canada and bring to life Heineken’s new positioning for 2020. Since March, Publicis has taken on the lead agency role, assuming strategy and creative duties across channels while working alongside Heineken’s other Agency partners.
“Publicis is the lead Agency for Heineken in multiple markets around the globe and has a proven, successful track record. Working alongside us to access a global view was critical for us to assess Publicis and its ability to articulate the Brand vision, and to support its momentum locally in Canada,” said Laurent Delmouly, Managing Director, Heineken Canada. Delmouly added: “During the strategic sessions, the team at Publicis demonstrated, together with Heineken global and local teams, this capacity to bring the Brand to the next level in Canada. Publicis’ fresh thinking and approach is exactly what we were looking for. We are now looking forward to unfolding powerful Heineken plans.”
Additionally, included in the agreement with Heineken is responsibility for Heineken’s International Brands portfolio, which includes Strongbow, Birra Moretti, Sol, Dos Equis, Tecate, Newcastle and Murphy’s. “Heineken Canada’s ambition is to accelerate Heineken growth but also to develop a strong portfolio of International Brands and to shape the Cider category. Publicis has fully embraced this vision and is excited by the challenge,” said Laurent Delmouly.
“We are thrilled to partner with Heineken,“ said Brett McIntosh, President of Publicis in Toronto. McIntosh further added: “Their team has a tremendous amount of energy, passion and determination, and we couldn’t be more proud to be a part of that. We take the stewardship of this iconic Brand very seriously.”