Aegis-owned Vizeum pitched against WPP's Mediaedge:cia, with which it will share the European account, and Manning Gottlieb OMD, which was unsuccessful.
As well as the UK, Vizeum picks up business in the Netherlands and Portugal, while Mediaedge:cia takes planning and buying across Italy, France and Spain.
Incumbent agency, Starcom MediaVest Group, pulled out of the pitch following its capture of the £11m UK Pizza Hut account earlier this year. The agency had held the account for five years before Heinz called the review. Vizeum's appointment follows its win of the £5m Npower task in June, while Mediaedge:cia recently picked up the £12m Ferrero account.
Earlier this month, Heinz embarked on its biggest TV ad drive for 10 years, changing the spelling of "beans" to "beanz" and reducing the salt content, with a campaign through Leo Burnett.
New tins of the product will now bear the words "Heinz Baked Beanz", borrowing from its legendary advertising strapline, "Beanz Meanz Heinz", which dates back to the 1960s. It is the first time the label has been changed in 135 years.
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