Heineken selects OPEN as digital agency for 2013

It is understood the incumbent was Interaction, although this could not be verified in time for publication. JWT continues to be Heineken’s above-the-line agency.

Open will be responsible for developing the full-spectrum digital work to support Heineken’s retail sales, including managing digital platforms and creating ongoing digital campaigns.

Rob Hall, general manager of Open, Thailand, said the win is proof of Lowe Thailand’s decision to invest heavily in digital in 2012, and a sign of even more to come.

“As an alcohol brand, what you can do above-the-line is limited,” he told Campaign Asia-Pacific. “So it requires a lot from digital and activation in the market.”

“Heineken is a global brand with a strong identity," he added. "Although it has set the bar high, a lot of newcomers are making the alcohol market more competitive. We will create local content for the local market and the global platform. We need top-notch work to meet Heineken’s high standard, as well as help it stand out from the crowd.”

TAP Trading is the distributor and marketer of Heineken in Thailand. OPEN has already launched “Project: 140” for the brand. Three upcoming projects are currently in preparation.