It is understood that the two agencies have already made presentations, although representatives from both Bates Asia and Leo Burnett declined to comment on the development.
Heineken regional marketing manager Marty Ferguson, meanwhile, pointed out that brand planning is underway in every market.
Heineken regional marketing manager Marty Ferguson, meanwhile, pointed out that brand planning is underway in every market.
“There are so many briefs out, so I don’t know which one you’re talking about,” said Ferguson. “We continue to work with both Leo Burnett and Bates across the region.”
The WPP agency, in particular, also handles a number of global assignments for the beer brand.
The current project comes after Heineken awarded its global advertising business to Red Brick Road last year, after a pitch that also included incumbent StrawberryFrog.
However, it is believed that the current regional review is looking for integrated ideas that can span a number of channels.
“Traditionally, Heineken has dominated the premium category in Asia, but it is becoming more and more cluttered,” said a source. “Maintaining brand loyalty is a challenge.”
Aside from competition from key global rival Carlsberg, Heineken faces pressure from a range of premium beers throughout local markets in Asia-Pacific.
In Asia, its operations are largely directed through Asia Pacific Investments, its joint-venture with Fraser & Neave.
