v agency
c region
f of Heineken brand image
Sjors Janssen expects that the
agents in his region will provide a
substantial input in the briefing of the
advertising agency. "The agents will
benefit directly from BSB's work, as
the agency will also be active in the
area of saies promotions for consum
ers and the trade. That means that
agents will be able to exploit and use
existing trade promotions. There will
be no need for them to keep on 'trying
to re-invent the wheel'. Besides, they
are now convinced that Heineken has
recognised the region's significance
and has serious plans to boost the
image of the Heineken brand. Over
the next few years we're going to
make substantial investments in the
brand."
Sjors Janssen: Heineken recognises the signifi
cance of the Asia Pacific region.
Heineken in Singapore: one of the markets
for which the company sees a great future.
T II K O I! I. I) O I II K I I k I
