Heineken picks Red Agency for Australia PR

Agency will handle the beer company's strategy for building presence among its target audience

James Wright

Beer brand Heineken has appointed Red Agency as its PR lead in Australia.

Following a competitive pitch process, Red will be responsible for developing and communicating Heineken’s ‘Man of the World’ campaign, aimed at boosting the beer maker’s presence among men.

The company will launch a series of campaigns in the following months, which Red will handle and promote.

The agency will develop Heineken’s ongoing PR strategy, such as the company’s long-running sponsorship of the Australian Open tennis tournament.

Red’s remit also includes creating influencer programmes and seeking out new content partnerships. Furthermore, the agency will handle the PR regarding a new Heineken product launch next year.

James Wright, Managing Director of Red Agency, said: "Whilst it already has great awareness in market our challenge is to bring fans closer to the brand and dial up the key brand traits that makes Heineken unique," said James Wright, managing director of Red.

"As a bold and aspirational brand we are excited by the possibilities of where we can take it." 

Alessandro Manunta, Heineken marketing manager, said: "Red Agency share our philosophy and strategic mindset for what we want to do with the brand and how we want to connect with our audience.

"We have big plans and ambitions for 2016 and we're delighted to bring the stand-out Red Agency team on board as a new partner to help us take Heineken to the next level as we continue to evolve our marketing activity."

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