Heineken has ended its five-year relationship with its creative agency Wieden + Kennedy.
The agreement to cut ties was mutual, and Heineken Chief Commercial Officer Jan Derck van Karnebeek called the partnership “strong and effective" after news broke.
During their time together, Heineken was awarded “Marketer of Year” at Cannes Lion -- the second time the beverage company had received the honor in 10 years.
Given Heineken’s revolving door of agencies, it shouldn't come as a huge surprise that it has parted ways with creative firm Wieden + Kennedy. The relationship was fruitful one: Heineken was regularly recognized for innovative campaigns and ultimately given one of the highest honors at Cannes during the relationship's tenure.
The beer brand reported spends up to $80 million on media globally each year, but most brewers are grappling to make headway as competition from local micro brewers heats up -- and according to Adweek, turnover among Heineken's marketing department earlier in the year likely impacted this development.
For the agency's part, Wieden President Dave Luhr said in a statement, "In this business, change is more the norm than the exception."