Changes at Heineken will affect PR, Hispanic and creative roster

Heineken USA has shifted brand PR duties for its Heineken and Amstel brands to Edelman from Publicis Groupe’s MSLGroup, while consolidating Hispanic advertising with Wieden & Kennedy, which already handles general-market creative duties for the brand.

The importer has also picked Zambezi as the creative agency for Strongbow, a hard-cider brand from the U.K. for which it will assume U.S. distribution rights beginning in January. Strongbow, one of the largest cider brands in the U.S., is owned by Heineken USA’s global parent company, Heineken NV, but had been distributed in the states by Vermont Cider Co.

The move follows Edelman‘s win over the summer of Dos Equis and corporate PR. Now, in addition to the new Heineken and Amstel brand accounts, Edelman will also assume Hispanic PR duties for the Heineken brand. The marketer cited Edelman’s creativity on the Dos Equis account, on which it has worked for six months.

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