WHITE PLAINS, NY: Heineken USA is poised to announce that it has selected an AOR, PRWeek has learned. The final two firms to fight it out are Ruder Finn and Manning Selvage & Lee.
Neither agency would comment for this story.
Heineken tapped MS&L to handle the launch of Premium Light and RL Public Relations
& Marketing to develop and execute a Hispanic-focused PR program for it.
Tamara Moore, corporate communications director at Heineken, said, "I cannot confirm that at this time," adding that she had "nothing to announce about a new agency."
Eric Schmidt, research director for the Adams Beverage Group, Norwalk, CT, said that Heineken continually does a good job of identifying and targeting its audience.
"The trend in beverage alcohol as a whole is going toward premium," noted Schmidt.
"Heineken is one of the companies that does not really get involved with juvenile-type ads.
It caters more to the premium segment. It markets the right way and I think it has a pretty good idea of how to market properly to this [audience]."