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.
In a note of appreciation to Maxus, Heineken Malaysia marketing director Maud Meijboom van Wel (pic) said: “We deeply appreciate the long service of Maxus, Mindshare and GroupM to Heineken Malaysia. We have enjoyed a great partnership that has been productive and mutually rewarding. Their fantastic work has helped us build iconic brands, enjoyed by consumers across Malaysia.
“Throughout this partnership, Maxus have played an instrumental role in enabling Heineken to reach out to a wider audience, strengthening the market-leading position of our brand portfolio,” she added.
Meanwhile, GroupM CEO Girish Menon added: “It has been a privilege for a whole generation of planners at Maxus, and previously Mindshare, to have worked on such iconic brands like Heineken, Tiger, Guinness, Anchor and Strongbow.
“All of us at GroupM have had such a strong sense of closeness and ownership with these brands. We understand the reality of global agency alignments and would like to thank the marketing team at Heineken for all the memorable years,” he noted.