Heineken USA is looking for a new agency to lead the communication for Heineken and Heineken Premium Light. According to the Adweek article , quoting a Heineken rep., the reason for changing agencies are international relations with Publicis and Weiden + Kennedy (the two agencies selected to pitch for the business) to best manage the brand globally and ensure consistency.
And Heineken has already introduced global work in the US market such as this W+K Amsterdam campaign "Open your world".
Ok, that is a good reason. I buy it. But let's hope, for the good health of a brand that I am fan of and loyal consumer, that this "marriage" lasts a little longer.
Heineken USA worked with Publicis from 2003 to 2007. With Berlin Cameron in 2007 for 9 months. With Weiden + Kennedy in 2008-09 and with EURO RSCG from July 2009 until today. And now back to Publicis or Weiden + Kennedy.
Liz Taylor and Larry King are really amateurs in failed marriages comparing to the Green Bottle!
So clearly, Heineken's problems or issues in the USA have nothing to do with communication since they have not allowed enough time to those agencies to create a unique voice. It reminds me of those teams that change coaches every two years because they don't win titles. Yes, I know that CMOs last in the job 18th months or something like that and that we live by quarterly death-lines (not deadlines). We live in an era of "bring me the next shinny thing" and believe me there are so many out there that you won't see the difference between "shinny" and "crappy" until it hits you in the face.
So more it is more important than ever that someone is the brand guardian. Is that the agencies role. Well, maybe. But ideally not. And I think that sometimes clients look in the wrong direction.
Who is the brand guardian at Apple? Steve Jobs.
Heineken is a great brand and I really wish them a happy next marriage!
