Heineken Malaysia hands media duties to Carat Malaysia, moves account from Maxus

In a move which aligns with its global media agency roster, Heineken Malaysia has appointed Carat Malaysia as its local media agency, moving the account from GroupM’s Maxus Malaysia. Prior to the move, the brand had been working with GroupM for over two decades and worked with Mindshare before Maxus.

In January, Heineiken Global appointed Carat as its second global media agency network, in addition to Starcom Mediavest Group. According to a press statement announcing the appointment, the move is result of “a competitive and stringent selection process”, in alignment with Heineken’s global requirements. The new partnership hopes to allow Heineken Malaysia to leverage on the strategic capabilities of Carat Global.

“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,” Maud Meijboom van Wel, Heineken Malaysia marketing director, said.

“Throughout this partnership, Maxus have played an instrumental role in enabling Heineken Malaysia reach out to a wider audience, strengthening the market-leading position of our brand portfolio. We wish them the best for the future and trust they will continue making waves in the industry with their effective strategies and execution. Thank you again to the great team at Maxus,” she added.

“It has been a privilege for a whole generation of planners at Maxus and previously Mindshare to have worked on such iconic brands such as 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 Malaysia for all the memorable years,” speaking on behalf of Maxus, Girish Menon, GroupM CEO, said.

“Our friends at Carat now have the good fortune to work with a marketing team who are not just on top of their game, but are also a group of fun-loving and genuinely warm individuals. We wish Heineken Malaysia all the very best for the future,” he added.


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