LONDON: Heineken UK has selected TVC and Cow PR for consumer accounts as it steps up PR for its brands.
The brewer behind brands including Foster’s, Strongbow, and Desperados hired the agencies on a retainer after a pitch process.
A spokesman for Heineken UK confirmed the move, saying, "They will be working across the range of our leading brands in what is a new pairing for us."
"Previously, we used agencies for consumer work on an ad-hoc basis, but it was felt that we now needed a retained element," the spokesman added.
The consumer shake-up comes as Heineken UK launches Old Mout Cider, an established brand in New Zealand, into the market this week.
Heineken UK also shifted its UK public affairs and corporate work from Burson-Marsteller to TLG and Pendomer Communications late last year.
This story originally appeared on the website of PRWeek UK.