Advertising, ad campaigns, ad agencies, and the people that make it happen

Heineken USA has asked consultant Pile and Co. to handle a creative review for various accounts. Currently, the brewer spends $70 million on U.S. advertising through two of America’s lousiest agencies. Publicis Groupe's Publicis USA and WPP’s Berlin Cameron United. As usual the client makes an inane statement like… "As Heineken continues to grow, it is important that we evaluate key agency relationships such as these, and ensure that we have the best resources in place to support the long-term objectives for the brand. After much consideration and to build upon the greater Heineken Brand equity, we have decided to consolidate advertising for both Heineken Lager and Heineken Premium Light." Said Andy Glaser, Heineken brand director. Why can’t they simply say, the advertising sucks, so we’re going to look around! Heineken earlier this month awarded global creative duties on its brand to Red Brick Road, Sir Frank Lowe’s new agency in London. Heineken doesn’t expect to have a decision until January 2007. Which is half a year away…. Mmmm! Wonder if that’s when Sir Frank will have his US office open?

You can make a Pile consulting on beer!