WHITE PLAINS, NY: Heineken USA has selected Edelman as corporate communications AOR and consumer AOR for the Dos Equis brand, following an RFP.
The review was a “concerted process,” said Ben Boyd, global chair of Edelman's corporate practice, but it was “clear that it was two workstreams.”
“We approached it synergistically,” he explained. “Believing and understanding the importance of both the corporate narrative, but also a corporative narrative that's going to support a house of brands was fundamental to our thinking and the discussions we had with them.”
Representatives from Heineken were not immediately available for comment. Paul Smailes, senior brand director for Dos Equis & Sol for Heineken USA, praised Edelman's “deep industry knowledge” and “passion for brand building” in a statement.
Boyd said four staffers will work on the corporate account and six will handle the Dos Equis brand.
For Heineken corporate, Edelman will manage business strategies, thought leadership, and telling the story of the company, which is in the “upscale” beer category, said Boyd.
On the consumer side, the firm will support Dos Equis' “ambitions in terms of brand positioning” as it looks to grow market share, he said. The focus for the brand is going to be on “interesting,” he added. In recent years, Dos Equis has run a campaign best known for its “The Most Interesting Man in the World” character.
“The way you come to understand, define, and consume interesting is really where…we're going to try to think differently and break boundaries and be new and exciting across all channels,” explained Boyd.
MSLGroup, which served as corporate AOR for Heineken since 2006, will continue in its role as agency partner for the flagship Heineken and Heineken Light brands, as well as the Amstel Light brand, said Brian Williams, client engagement director on Heineken at the firm.
Hill+Knowlton Strategies was AOR for Dos Equis since June 2010. The agency said in a statement that during the “successful two-year partnership,” it helped “tremendously increased the brand's frequency of engagement and awareness among journalists, celebrities, existing brand ambassadors, and consumers at large.”