Heineken Wants Face Time With Its Manhattan Agency
Posted: June 12, 2009
By: adage.com
CHICAGO (AdAge.com) — Heineken USA raised eyebrows in the agency world last week by throwing the creative account for its flagship lager brands into review and announcing it was only considering shops in Manhattan (New York, not Kansas), where it is launching a marketing headquarters for the business.
Such a condition runs contrary to a decades-long trend in which advances in communications such as e-mail and videoconferencing have tended to render geography less important in agency selection. But Heineken, and at least one of the agencies vying for the estimated $110 million business, said the opposite is becoming true: The advent of integrated campaigns across an ever-increasing number of channels means more face time than ever is required……..[read entire article]
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