• by Larissa Faw , November 13, 2018

Heineken USA is appointing Canvas Worldwide as its media AOR for the U.S. effective January 1, 2019. 

Publicis Groupe's Starcom had been handling the media side of the business, and Publicis will still continue to oversee Heineken's creative brand globally. 

Heineken USA's ad budget was $475 million last year. 

This media review was led by Heineken USA's new Chief Marketing Officer Jonnie Cahill.

Cahill's first campaign as CMO launched in June under the "Cheers to the Unexpected” banner that celebrated embracing spontaneity and unexpected twists in drinkers' lives. 

This media account overhaul is part of the beer brand's ongoing strategic effort to streamline its agency roster. Last year, for instance, the brand consolidated digital and social media duties with Omnicom's Red Urban.