BREAKING: Machine wins Heineken SA’s TTL portfolio

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:

What 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.

What 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.

In 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.

What 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.