Heineken has appointed Dentsu Aegis Network's (DAN) Carat agency to handle its media duties in China, effective from April 2020.
Carat will handle the beer company's media planning and buying business, including the brand's integrated media marketing activities for the year.
Heineken stated it had been looking for a partner that possessed strategic thinking and smart data utilisation capabilities to accelerate and expand the brand's influence among China's young consumers. DAN reportedly shone out of the available options due to its holistic portfolio of network services and expertise in data and creative marketing.
“Heineken is a brand that is loved and recognised by consumers all over the world for their pioneering approach in marketing. We are honoured to become their strategic media partner in China. Dynamic changes in China’s digital economy create the need for new thinking and bravery. We look forward to driving transformative, growth-focused communication strategies with the team at Heineken China," said Ang Wan-Gyn, CEO of Carat China.
China is currently one of the world's largest beer consumption markets. The rise of personalised and diversified consumption, along with an expanding middle class has led experts to believe that China is primed to become the biggest driving force behind the growth of the high-end beer market.
Back in April 2018, Heineken formed a partnership with China Resources Beer which had supported Heineken’s sales and promotion in China. In China's domestic market, China Resources Beer has included Heineken in their portfolio, providing a wider range of products for Chinese consumers and expanding opportunities for China's high-end beer market.