Dentsu Aegis Network’s Carat has been appointed as Heineken’s new media agency in China, aiming to further enhance the brand’s communication strategy in China market.
This appointment will begin in April with Carat managing Heineken China’s 2020 media planning and buying business, including the brand’s integrated media marketing activities.
Heineken was looking for a transformative partner, with strong strategic thinking and smart data utilization capabilities to accelerate and expand the brand’s influence amongst young consumers. Throughout the review process, Carat stood out with deep industry, market and consumer understanding and insights, which are aptly translated into comprehensive and actionable strategic thinking. Dentsu Aegis Network has also shown a holistic portfolio of network services and expertise in data and creative marketing that marked them as being the best choice for Heineken China.
Wan-Gyn Ang, CEO, Carat China said: “Heineken is a brand that is loved and recognized by consumers all over the world for their pioneering approach in marketing. We are honoured to become their strategic media partner in China. Dynamic changes in China’s digital economy create the need for new thinking and bravery. We look forward to driving transformative, growth-focused communication strategies with the team at Heineken China.”
With the rise of personalized and diversified consumption, along with the expanding middle class, China will become the biggest driving force behind the growth of the high-end beer market. Heineken and China Resources Beer aligned on a strategic partnership on 30 April 2018, with China Resources to support Heineken’s sales and promotion in China. In the domestic market, China Resources Beer will add the premium brand to their portfolio, providing a wider range of products for Chinese consumers and expanding opportunities in China’s high-end beer market.