Heineken USA has consolidated its below-the-line activities with G2, the Grey Group's network, and the Hispanic agency Dieste Harmel & Partners.
G2 will assume responsibility for the English-language promotions supporting Heineken USA's Dutch and Mexican portfolios. Dieste Harmel will handle the Hispanic market. The Dutch portfolio includes Heineken, Amstel Light and Buckler. Its Mexican portfolio comprises Tecate, Dos Equis, Ambar, Sol Bohemia and Carta Blanca.
The move ends Heineken USA's links with Ryan Partnership, The Vidal Partnership and Alcone Marketing Group.
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