BIZ DEV: Heineken Expands Relationship With Geometry Global

Heineken USA named Geometry Global as agency of record for all of its Hispanic and Total Market retail and shopper marketing. Geometry Global will lead strategy and shopper marketing programs with a focus on Heineken, Heineken Light, Tecate and Tecate Light brands. This is an expansion of an already existing relationship, for Geometry is already AOR for HUSA's Commercial Marketing, National Accounts Off-Premise and Regional Marketing. Geometry will help Tecate and Heineken in the multicultural space by developing programs focused on multicultural millennials, Hispanic and/or bi-cultural shoppers. "We look forward to working with Geometry Global this year to increase our penetration of the Hispanic and Total Market," said Jonathan Simpson, Heineken's Director of Commercial Marketing. "We chose Geometry because of their occasion-based shopper marketing expertise and strategic ways of looking at the path to purchase." Geometry Global's Hispanic and Total Marketing group currently boasts clients like Shell Latin America, Kraft, Kimberly Clark and Nestle US.

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