WHITE PLAINS, NY—Heineken USA, the nation’s largest beer importer, has selected Manning Selvage & Lee as its public relations agency of record, representing the corporation and its portfolio of brands including Heineken, Heineken Premium Light and Amstel Light. In January, Heineken selected MS&L to develop and execute its public relations program in support of the national launch of Heineken Premium Light, one of its most successful product launches.
The new assignment will include corporate and brand communications, as well as interactive, events, sponsorship, corporate social responsibility and diversity marketing.
“We wanted an agency that really understood the specialness of our products and the discerning tastes of our consumers,” said Ken Kunze, vice president of marketing for Heineken USA. “MS&L had deep insights into both and was a perfect fit with our other agency partners. We’re confident that MS&L will help us even further raise the profile of our portfolio among our core audiences and connect with them in the truly unique and premium way for which the Heineken USA brands are known.”
Adds Dan Tearno, vice president of corporate relations, “Building our corporate reputation and reinforcing our commitment to responsible marketing is also of primary importance and we’re confident MS&L is the right agency to handle this aspect of the assignment. In selecting an AOR, we also wanted a partner that understood the importance of corporate reputation and market leadership. During the launch of HPL as well as the AOR pitch process, MS&L clearly demonstrated both.”