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Heineken moves its media to MindShare for lager's relaunch.(Brief Article)
Heineken has shifted its media account out of Starcom Motive and into MindShare; the decision comes as the brewer relaunches the brand as a premium lager in an attempt to usurp Stella Artois as the UK's market leader.
Last month Heineken appointed Clemmow Hornby Inge to produce creative work for its new 5 per cent lager, which replaces Heineken's existing 3.4 per cent Cold Filtered and Heineken Export brands.
The stronger premium lager will be in direct competition with Stella Artois, whose media is planned and bought through Starcom Motive.
The appointment of CHI to the Heineken account ended a 30-year association with Lowe, which had created much-vaunted campaigns such as last year's television drive starring D-list celebrities such as Paul Daniels and Debbie McGee, bought through Starcom Motive.
The ...
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