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 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.