Heineken appoints Carat as media agency

Heineken Malaysia marketing director Maud Meijboom-van Wel

HEINEKEN Global has appointed Carat of the Dentsu Aegis Network as its second global media agency network in addition to Starcom Mediavest Group. As part of its integration with Heineken, Heineken Malaysia Bhd (formerly Guinness Anchor Bhd) has moved to align itself with this global arrangement by appointing Carat Malaysia as its local media agency, replacing Maxus Malaysia, part of GroupM, with whom it has partnered with for more than two decades.

The appointment of Carat is the result of a competitive and stringent selection process in alignment with Heineken Global’s requirements. This new relationship will enable Heineken Malaysia to leverage on the strategic capabilities of Carat Global, to implement integrated strategies, as part of the Heineken Group, to drive the impactful execution of world class campaigns, ensuring the company continues winning with a brand-led and consumer inspired approach.