By Seb Joseph

Heineken has strengthened its ties to Publicis Worldwide by appointing it lead global creative agency for its flagship beer brand.

The announcement makes official what the brewer had all but confirmed earlier this month when it split with Wieden + Kennedy. At the time Heineken said global work would be handled by Publicis but had not awarded it lead agency status.

It said the decision continues its existing approach of using “top in-market creative agencies” to develop local platforms within Heineken’s global positioning, and for “top-spin activities” to support the global campaigns. Publicis will work alongside more than 10 creative agencies to Read full story ›

Source: The Drum