Peter van Campen, director of group commerce for Heineken, is addressing the option to simplify the brewer's relationships with its global media agency roster, which currently includes WPP Group, Publicis Groupe and Omnicom agencies, by consolidating the account.
It is expected that several agency networks will be invited to pitch for the consolidated global brief. The £4.5m UK media account currently held by WPP agency MindShare is believed to be under examination as part of the review process.
A spokeswoman for Heineken confirmed that the brewer was "looking into the option" of tying up its media planning and buying arrangements on a global basis after the consolidation of the creative account.
Currently, Heineken works on a country-by-country basis, allowing territory offices to pick their choice of agencies to handle each country's media spend.
The pitch will be conducted from the brewer's head office in Amsterdam in the Netherlands.
Last week, Sir Frank Lowe's start-up agency The Red Brick Road was appointed as the lead agency on Heineken's £40m global creative account.
The agency had been involved in a pitch that kicked off in June against the Amsterdam-based Strawberry Frog to become the central global agency for Heineken's advertising account.
Strawberry Frog took the business in August 2005 when Heineken reviewed the account out of Wieden & Kennedy Amsterdam, after a pitch against McCann Erickson and WCRS.
Strawberry Frog will continue to work on several projects for Heineken such as a sponsorship drive for the new James Bond film, which is due to break in the autumn.
In the UK, Clemmow Hornby Inge handles the UK account for the beer brand, which has been advertising on UK television for about 30 years with its tagline "refreshes the parts other beers cannot reach".
The appointment of the Red Brick Road did not affect the UK account, which stays with CHI.
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