Pendomer in global corporate brief for Heineken

Europe's largest brewer Heineken has brought in Pendomer to support its global corporate comms strategy.

Heineken: brings in Pendomer for corporate brief
Heineken: brings in Pendomer for corporate brief

The agency will work alongside Heineken's Amsterdam-based corporate comms and investor relations teams to promote its corporate messages in both domestic and key international markets.

It is thought Pendomer, which was established last year by a trio of former FD (now FTI Consulting) MDs Charlie Armitstead, Greg Quine and Ben Foster, was retained without a competitive pitch.

Heineken had previously worked with FTI Consulting since 2004, when the team was led by Armitstead and Quine. FTI won UK account of fellow brewer SABMiller last summer and this week confirmed it had been retained as the firm's group-wide financial and corporate comms adviser.

Sean O'Neill, chief corporate relations officer at Heineken, commented: 'We appointed Pendomer because it can provide both tailored investor relations and strategic corporate comms advice. Additionally, we're the world's most international brewer, so we wanted a partner that genuinely understands how to engage media and financial stakeholders across and within borders.'

Heineken does not have a stock market listing outside of the Netherlands, but it is understood the company is looking for a consistent investor relations approach across the globe, particularly given its high proportion of international investors.

The brief will see Pendomer working with the UK financial media and investment community, particularly targeting the London-based analysts covering the brewer.

The agency will support Heineken's efforts to reach key international markets, including the US and Singapore, and other major European jurisdictions.

Meanwhile, Pendomer has been appointed by Coca-Cola Hellenic, Europe's largest bottler of Coca-Cola products, to provide investor relations advice.

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