Greater consistency of He
Heineken sees Asia Pacific as a
growth area for the future and
as a region which will there
fore be the focus of much attention in
the years ahead. The decision to use
the services of a network agency
forms part of Heineken's focus on that
region. Particularly in countries like
Japan, Hong Kong, Taiwan,Singapore,
Malaysia, Korea, Australia and New
Zealand, Heineken sees great oppor
tunities for success in the near future.
All BSB's advertising activities for
the region will be coordinated from
Singapore. Singapore is also the base
of Heineken's regional export office.
Optimui 11 mix
The communication strategy is
currently being worked out in more
detail with BSB, the aim being to
arrive at an optimum media mix. This
means that efforts will be directed not
only at a central campaign of theme
advertising, but also at other elements
of the communication strategy such
as brand PR, trade and consumer pro
motions, and sponsoring.
The choice of a network agency
clearly reflects Heineken's focus on
developing one single strategy for the
Asia Pacific region. Local market
factors will be taken into account,
which means that individual cam
paigns may differ in some respects in
their implementation. Against this,
however, the deployment of a
network agency should ensure a
consistent image for the Heineken
brand in the separate markets.
Presence
Sjors Janssen, head of Heineken
Far East Ltd., the export office in
Singapore, sees the appointment of a
network agency as a precondition for
success of the Heineken brand in the
region.
"We have a presence everywhere
in the region. As regards price and
distribution everything is OK. But on
the basis of market research we've
concluded that the personality of the
Heineken brand needs to be commu
nicated much more clearly to the
consumer. The role that BSB can play
in this is vital."
SB network a
for Asia Pacific i
Backer Spielvogel Bates (BSB) will
become the Heineken network adver
tising agency for the Asia Pacific
region. The change-over to BSB will be
completed in January 1993.
T II I II II I I) O K II I I N I k I N
