22feet wins Heineken's digital account

The incumbent on the digital account is Weiden + Kennedy. However, the mandate for the brand's offline creative duties continues to lie with Weiden + Kennedy.

The Dutch beer brand Heineken has moved its digital duties to 22feet. The agency's Bengaluru office will handle this account. Vineet Gupta, managing partner, 22feet, will be responsible for spearheading the business.

Previously, the digital duties for the brand were with Weiden + Kennedy (W+K). The offline creative mandate, however, continues to lie with W+K. The media duties are with Mindshare.

The move to 22feet was not the result of a pitch. Brijesh Jacob, managing partner, 22feet, informs that the agency made a strategic presentation before winning the account. "Our strong understanding of the digital media helped us clinch this account," he says, adding that the agency is up against some stiff category competition, and is currently in the process of chalking out a work plan for the brand.

"The focus is essentially on trying to extend Heineken's positioning statement -- 'Open your world' -- on the online space, and to bring the brand alive on the digital front in an interesting and engaging way," Jacob explains.

Social media forms an important aspect of the impending work plan, and the agency is keen to build not just websites, but brand properties that one can own in the digital medium.