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Heineken USA Selects Berlin Cameron United Agency of Record

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WHITE PLAINS, N.Y., March, -- Following a comprehensive review process, Heineken USA, the nation's premier beer importer, today announced its selection of Berlin Cameron United as its English-language advertising agency of record (AOR) for the Heineken franchise, supporting both Heineken Lager and Heineken Premium Light in the United States.

The assignment will be effective immediately and represents a consolidation of English-language advertising for both Heineken Lager and Heineken Premium Light. Prior to the review, Heineken USA worked with Publicis USA on the Heineken Lager assignment, while Berlin Cameron handled advertising for the launch of Heineken Premium Light. MediaVest USA will continue to handle English-language media planning and buying for the Heineken USA brands and this work was not part of the review process.

"Throughout the review process, Berlin Cameron brought to their work a deep understanding of the Heineken brand together with an exciting and powerful vision of how it should be brought to life creatively," said Ken Kunze, chief marketing officer, Heineken USA. "We enjoyed tremendous
success and chemistry with them on the Heineken Premium Light launch and they consistently carried that passion, energy and creativity into their thinking for both Heineken Lager and Heineken Premium Light during the review. We are truly excited to consolidate all of the advertising for the Heineken franchise with Berlin Cameron and to work with Ewen Cameron and his team to take the brand equity to a new level. We are very pleased about the new thinking Berlin Cameron has already brought to this assignment and we look forward to a highly productive creative partnership."

Berlin Cameron will be charged with helping to build continued momentum for Heineken Premium Light as it enters its second year of national distribution, while helping the entire Heineken brand portfolio capture an ever-growing share of the premium import segment of the US beer market.

"Last year was a watershed year for our business, led by extraordinary growth on Heineken Lager and the historic introduction of Heineken Premium Light, which was in no small part driven by the breakthrough and innovative advertising executed by Berlin Cameron," said Andy Thomas, president and chief executive officer, Heineken USA. "The selection of a new advertising Agency of Record for our flagship brand was made with the utmost consideration of who could best support our ambitious growth objectives for Heineken in the United States, and we, as well as our colleagues at Heineken International, feel very confident and pleased with the decision to expand our partnership with Berlin Cameron."

"Berlin Cameron is honored and thrilled to expand our relationship with Heineken USA as the agency of record for the Heineken Brand," said Ewen Cameron, chief executive officer and executive creative director, Berlin Cameron United. "Heineken is an iconic brand and we look forward to
building upon the success we have had together on Heineken Premium Light and to bringing our unique creative approach to Heineken Lager, the gold standard in quality and class in the beer category."
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