WHITE PLAINS, NY: Mexican beer brand Dos Equis issued an RFP for a PR AOR in the US.
The competitive review involves a mix of PR agencies, said Tara Carraro, senior director of corporate communications at Heineken USA, which currently licenses and distributes Dos Equis in the US.
"The scope of the RFP includes traditional brand PR, as well as social media," said Carraro, adding that the company began speaking with the agencies involved in the review last week and plans on finalizing the process in mid-May.
She declined to provide the names of the agencies pitching the AOR account but confirmed that Rogers & Cowan, the firm which served as the brand's AOR for the past two years, was not invited to pitch. However, the agency will continue to handle product placement for Dos Equis.
Though Carraro would not comment on why the brand did not invite Rogers & Cowan to pitch, she said, "I'm sure you can imagine that any consumer CPG company goes through agency reviews every couple of years."
Amsterdam-based Heineken NV is nearing the completion of its acquisition of Femsa Cerveza, the owner of Heineken's portfolio of Mexican brands including Dos Equis, Tecate, Sol, Carta Blanca, and Bohemia.
Carraro confirmed that there have not been internal shifts, including in the marketing and communications staff, at Heineken USA as a result of the acquisition. She declined to comment whether ownership of the brand, which will extend Heineken's control beyond licensing and distribution, had any impact on the timing of the RFP.
Rogers & Cowan did not immediately return a request for comment.
Heineken USA recently hired Mirrorball as its consumer engagement and experiential marketing AOR for the Dos Equis and Amstel Light brands.
RLPR serves as Heineken USA's Hispanic PR AOR and MS&L handles Heineken USA's corporate PR.