DB Breweries has announced the appointment of Red Star at Dentsu Aegis Network as its media agency of record.
The move comes as part of a global media agency review and alignment by parent company Heineken, and brings to an end an 18-year partnership with incumbent agency PHD Group.
Given PHD Group is not one of Heineken’s globally aligned agency partners, it was not part of the DB pitch process.
When the pitch was announced, DB Breweries marketing director Sean O’Donnell told StopPress it was talking to a number of agencies as part of the process.
Now following the appointment, he says Red Star has big shoes to fill, however, he’s confident it will deliver world-class innovative media planning in the ever-evolving media landscape.
He adds that Red Star’s ‘agency within an agency’ concept has had success for Heineken OpCo’s around the globe.
“The local Dentsu team are highly motivated to continue building on the success DB and our agency partners have created with recent campaigns driving significant consumer engagement and making our brands famous on the world stage.”
While welcoming in the new agency, O’Donnell acknowledges the work that Louise Bond and the PHD team have put in to bring to life some its campaigns.
“Their contribution to our business has been immense and is truly appreciated.”
Most recently, PHD Media worked with creative agency Colenso BBDO to release DB Export Hop Lager in a humorous campaign showing the divide between lager and craft beer drinkers.
About the win, Rob Harvey, chief executive officer of Dentsu Aegis Network New Zealand, says it's delighted to be appointed.
"The team are progressive marketers with an enviable portfolio of global and local brands. Dynamic change in the digital economy creates the need for new thinking and bravery, and we are thrilled that DB has chosen us to take this journey with them.”
The appointment is effective from 1 May.
In other Dentsu Aegis Network news, Carat has been named the leading media agency in New Zealand when it comes to new business wins for 2017, according to R3.
The R3 New Business League tracks and measures the new business acquisitions of 11 media agencies in New Zealand on a monthly basis, as well as in countries across APAC.
General manager of Carat NZ Alex Lawson says it was incredibly gratifying to be recognised in this way by an organization such as R3, and the award validates the incredible work its teams are doing on a daily basis for its valued clients.
“We’re looking forward to building on this success in 2018, continuing to work with the great clients we have and bringing in even more outstanding brands to the Carat family."