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Holsten UK has promoted its marketing manager, Andy Edge, to

marketing director as it prepares to appoint a new ad agency for its

main brand, Holsten Pils.

Edge replaces Phil Plowman, who left in March to become head of global

marketing for Pilsner Urquell International, just one week after calling

the brand’s first ad review in 20 years.

Incumbent TBWA GGT Simons Palmer has pitched against Leagas Delaney and

WCRS for the account, reported to be worth about pounds 6m. A decision

is imminent.

Media, held by MediaVest, is not up for review.

Edge, who has been closely involved with the pitch from the review

stage, will report to Jeremy Main, managing director of Holsten UK. Once

an agency is appointed, Edge will hire a marketing manager to replace

himself. His remit will cover strategic responsibility for Holsten Pils,

Holsten Export and Pure 6. He said the company is looking to increase

its investment in the brands over the next year and estimated their

combined marketing budget to be pounds 16m.

Since he joined Holsten in 1997, Edge has steered the brand’s music

sponsorship of bands including Manic Street Preachers and Paul Weller,

and last summer negotiated its four-year football sponsorship deal with

Tottenham Hotspur.

Holsten is the third-biggest brand in the premium packaged lagers

category in the on-trade, with 12.2% of the market, behind

Anheuser-Busch’s Budweiser and Scottish Courage’s Beck’s.

The company has just completed a period of research into its target

drinkers which it hopes will help determine future marketing strategy.