WHITE PLAINS, NY: Heineken USA has selected Edelman as corporate communications AOR and consumer AOR for the Dos Equis brand, following an RFP.
The review was a “concerted process,” said Ben Boyd, global chair of Edelman's corporate practice, but it was “clear that it was two workstreams.”
“We approached it synergistically,” he explained. “Believing and understanding the importance of both the corporate narrative, but also a corporative narrative that's going to support a house of brands was fundamental to our thinking and ...