Exposure will work alongside incumbent rostered agency Cow PR. Both agencies have multi-brand briefs, with specific work allocated on a project-by-project basis.
Nigel Pollard, Heineken's head of external comms, said: "Exposure has already worked on global Heineken projects, and we are delighted to have it on board with our UK business. We now have two fantastic agencies, helping us to bring our cider and beer brands to life with compelling stories."
Exposure also joins Heineken’s trade PR agency, Publicasity.
Heineken said it had some significant work planned for its Foster's, John Smith's and Kronenbourg 1664 brands, as well as launches due over the summer. A current ad for Kronenbourg 1664 sees former footballer Eric Cantona vow to swim the channel if 10,000 British people agree the beer is the best tasting in the world.
M&C Saatchi Sport & Entertainment holds the consumer PR brief for Heineken's Rugby World Cup activity. The company said this is a standalone brief and unaffected by Exposure’s appointment.