A clearer picture of agency responsibilities has emerged following Heineken's consolidation of its global creative account into WPP, Stagwell and Publicis.
WPP has won Heineken’s Italian lager Birra Moretti, which will be led by Ogilvy, and Dutch beer brand Amstel, headed up by VML.
Campaign understands the work will span the brands’ global accounts as well as separate markets.
Heineken picked Stagwell to work on its tequila-flavoured beer Desperados, which will be handled by 72andSunny.
Publicis continues to work on the Heineken master brand through LePub, which was not part of the latest review.
The holding company has not won any additional brands following the global pitch. However, Publicis did win the production side of the business.
Lucky Generals previously worked on the Bira Moretti account, with work like “Pull up a chair", but its parent company Omnicom declined to repitch for the business.
Campaign understands LePub formerly worked on the Desperados creative account.
We Are Pi led the global Desperados account from 2015 to 2023, releasing “Pour some unusual on your usual” in 2022 and “Tear it up” in 2019.
Omnicom, Lucky Generals, Publicis, LePub and WPP declined to comment.
Campaign has approached Heineken, Stagwell and Adam & Eve\TBWA for comment.
The global media, creative and production review kicked off earlier this year. Heineken reappointed Dentsu as its agency for global media.
