Chu Chun-ho, Heineken Taiwan's export manager, said: "(Outdoor) is an area that we have never had a chance to work in and we are very excited to get into this market."
Burnett took the brief off Bates, which has retained Heineken's below-the-line business. "We want to separate our activities as part of our new focus. Burnett is more in line with our growth strategy and will handle all TV and print advertising," added Chu.
The advertising assignment was awarded after Burnett "gave a number of creative proposals that reinforced our brand image", said Chu. But he stressed that Heineken would also expand its direct activities, which was still at a developmental stage for the brand. Chu said splitting the brief would allow Heineken to tap two companies to maintain its position as Taiwan's dominant imported beer. "We don't want a new image. We grew 20 per cent in 2002 and will be getting more aggressive in marketing by investing more in adspend this year."
Jennifer Jan, managing director, Burnett Taiwan said, "We want to reinforce Heineken's premium image with wit and a contemporary style."