“[TBWA]Tequila remains our agency-of-record,” said Emily Wong, marketing manager at Heineken, while confirming that the brand has some business with Arc. Maxus Hong Kong retains media. Leo Burnett, which handles above-the-line duties for the Heineken account in Hong Kong, described the win as a consolidation of Heine-ken’s core brands in the SAR.
Other than the brands included in Leo Burnett Arc’s win, Heineken also carries beer such as Coors Light and Murphy’s, though neither has made a large impact locally.
While Heineken has never had an exclusive arrangement with Tequila, the timing of the tie up with Arc has led to some speculation that the beer brand is reviewing its creative work regionally.
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