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.