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Heineken and Machine logo

BREAKING: Machine wins Heineken SA’s TTL portfolio

  •   13 Dec 2019
  •   0
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by MarkLives (@marklives) Machine (formerly Publicis Machine) has been appointed to Heineken South Africa’s full through-the-line portfolio, which had been held by M&C Saatchi Abel since September 2011.  “The Heineken account is an incredible win for us. It’s an honour to represent this prominent global brand locally,” says Gareth McPherson, Machine managing director and chief creative officer.

The right fit

Following an intense pitch process, Heineken SA decided that the agency was the right fit. Publicis is also the global lead agency for the Heineken brand.

MarkLives caught up with McPherson to find out more:

MarkLives logoWhat is your take on the pitch process?

Gareth McPherson: A robust briefing took place off-site, in which we were deeply entrenched in the brand’s history. The immersive experience set us in good stead to go forth and be creative. The process was also very well-guided and collaborative, which often makes all the difference.

MarkLives logoWhat do you think secured the win?
GM: I know I may be biased, but our pitch was rock-solid. I think that we really demonstrated our creativity as an agency through our proposal, as well as highlighting that we genuinely understand the brand’s audience — and how to connect the brand to this audience holistically. Further to that, I think our extensive category knowledge and varied specialisation within the agency cemented our appointment.

MarkLives logoIn terms of the size of the Heineken account, where does it sit in relation to your other clients?
GM: Account wise, Heineken definitely sits in the top three within our stable.

MarkLives logoWhat does this account acquisition mean for Machine?
GM: It’s an incredible win! We have had a really amazing run this last quarter, closing the year acquiring three new key clients. The stature and scale of the Heineken brand is far-reaching. This means big things for us. We can’t wait to get started!

“Delivered in spades”

Mike Abel, M&C Saatchi Abel founding partner and chief executive, told MarkLives that the agency is “proud of everything we achieved in partnering Heineken… and we’ve delivered in spades on every promise made to our many wonderful clients along this journey.

“For the past three years they’ve been voted The Most Loved beer brand in SA; they have grown their market share meteorically; and South Africa is a Top 5 global market for the worldwide group. These achievements are astonishing, considering the historic hold established SA beer brands have held on the local market. We couldn’t be prouder. We leave the brand in exceptional health and could not possibly have done more,” he concludes.

See also

  • EXCLUSIVE: Sanlam appoints internal comms partner

 

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Columns

  • #AdChamps, #AdOfTheWeek & #AdOfTheYear
    #AdChamps, #AdOfTheWeek & #AdOfTheYear
  • #AgencyLeaders – Most Admired Poll
    #AgencyLeaders – Most Admired Poll
  • #CoronavirusSA – Special Section
    #CoronavirusSA – Special Section
  • #CustomerFirst – Craig Hannabus
    #CustomerFirst – Craig Hannabus
  • #NotSoOrdinary – Taazima Kala-Essack
    #NotSoOrdinary – Taazima Kala-Essack
  • #TheInterlocker – Emma King
    #TheInterlocker – Emma King
  • #Transformers Transform 2020
    #Transformers Transform 2020
  • #WritersBlock – Tiffany Markman
    #WritersBlock – Tiffany Markman
  • An Accountant in Adland – Siwe Lawrence
    An Accountant in Adland – Siwe Lawrence
  • Big Q – MarkLives Panel
    Big Q – MarkLives Panel
  • Big Reads on MarkLives
    Big Reads on MarkLives
  • By Invitation Only – Motive
    By Invitation Only – Motive
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    Campaigns – MarkLives
  • Circulation Data – ABC Analysis
    Circulation Data – ABC Analysis
  • Clicks ’n Tricks – Charlie Stewart
    Clicks ’n Tricks – Charlie Stewart
  • Curiosity – Marguerite Coetzee
    Curiosity – Marguerite Coetzee
  • Dear Radio – Paulo Dias
    Dear Radio – Paulo Dias
  • Extracts — Books & Research
    Extracts — Books & Research
  • Fair Exchange – Erna George
    Fair Exchange – Erna George
  • Hard Relate – David Alves
    Hard Relate – David Alves
  • Herding Words – Wendy Shepherd
    Herding Words – Wendy Shepherd
  • Hermaneutics – Herman Manson
    Hermaneutics – Herman Manson
  • Masterclass Notes – Johanna McDowell
    Masterclass Notes – Johanna McDowell
  • Media Redefined – Martin MacGregor
    Media Redefined – Martin MacGregor
  • Mission – Tom Fels
    Mission – Tom Fels
  • Press Pass – Carey Finn
    Press Pass – Carey Finn
  • Q5 – Carey Finn
    Q5 – Carey Finn
  • SA TV Ratings – MarkLives
    SA TV Ratings – MarkLives
  • Spotlight – MarkLives
    Spotlight – MarkLives
  • The Martini Shot – Bobby Amm
    The Martini Shot – Bobby Amm
  • The Power Report – Megan Power
    The Power Report – Megan Power
  • The Suit – Jason Harrison
    The Suit – Jason Harrison
  • Thinking B2B – Warren Moss
    Thinking B2B – Warren Moss
  • Watched – Richard Lord
    Watched – Richard Lord
  • WTF?! – Leigh Tayler
    WTF?! – Leigh Tayler
  • Young, Gifted & Killing It – Veli Ngubane
    Young, Gifted & Killing It – Veli Ngubane
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