Europe's largest brewer Heineken NV on Friday named D'Arcy, Masius Benton & Bowles as the advertising agency of record for Heineken USA, an account estimated to be worth at least $80 million annually.
A unit of Bcom3 Group, D'Arcy will also assume creative responsibility for the Heineken brand worldwide. D'Arcy partner MediaVest USA will take on media planning and buying in the United States. The
Heineken account was previously held by Interpublic Group of Cos Inc.'s Lowe Worldwide, which will keep Heineken's United Kingdom-Ireland account, with billings of about $20 million.
