Mindshare And SMG Vying For $350 Million Heineken Account

Dutch brewing giant Heineken is conducting a consolidation review of its estimated $350 million global media agency assignment, the company confirmed Wednesday.

The review will pit two of the company’s media roster shops in a shootout: Publicis Groupe’s Starcom MediaVest Group and WPP’s Mindshare.

The selected agency will be tasked with “maximizing the effectiveness of the company’s world-class brand building and fully utilizing the company’s increased buying power,” the brewer stated. The review is expected to be completed with the new agency in place by the middle of 2012. 

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