Heineken's top marketers have formed a working group to consider
future strategy for the brand, and are talking to agencies, including
incumbent Lowe Lintas, about brand solutions.
A team from Heineken's UK and global businesses has been set up to look
at a range of ideas for the brand following recent ownership changes in
the beer market.
These could include an early termination of its licensing agreement with
Whitbread and a major campaign to reposition Heineken at the premium end
of the market.
However, such a move would bring Heineken into competition with Stella
Artois, owned by Interbrew, which acquired Whitbread's brewing interests
last year. Because advertising for both Heineken and Stella Artois is
handled by Lowe Lintas, the account for one of the brands would have to
be reviewed.
Heineken has also been talking to below-the-line agencies, including IMP
London, about its future marketing strategy.
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