Arc cheers to Heineken

Hong Kong - The marketing services arm of Leo Burnett, Leo Burnett Arc, has won the creative business for Heineken.

Leo Burnett Arc will be responsible for developing a year's worth of campaigns in what is now an increasingly fragmented but growing spirits market.

The beverages company will keep Tequila as its agency of roster, despite contacts from within Leo Burnett suggesting otherwise. 

Emily Wong, marketing director at Heineken Hong Kong, said Leo Burnett Arc will provide a "fully integrated programme", ranging from above-the-line, below-the-line to digital.

"They (Leo Burnett Arc) have a good understanding of the brand which allows the consistent messaging we need throughout our campaigns," she said.

The alcohol company is aiming to increase its market share with the "trendy and aspirational" 20 to 30-year-old market and will make full use of TV, print, digital, retail and drinking outlets.

"Heineken is one of those great brands that any agency would love to work on," said Ben Stobart, client services director at Leo Burnett Arc Hong Kong.

"Heineken is in the premium beer market, the communications need to be integrated and have a consistent message across all media to connect with the elusive and fast-paced consumer groups.