Brand Positioning and Pitch Management

Positioning Articulation

Working directly with senior marketing management at Heineken USA, creative illustrations of strategic platforms were developed as part of the overall brand positioning assignment. The project was executed in the top-secret development phase. The brand team presented the concepts to Heineken’s corporate group in Holland to create consensus and buy-in of senior management for the launch direction platform.

Our team was then charged with development of the pitch brief and platform format for agency evaluation. Coston initiated the search, recommended the agencies, managed the pitch and engaged several top agencies to develop campaigns. The $40 million account was awarded to Berlin in NY as a result of the process. Berlin later won the Heineken account as well and successfully ran the businesses totaling $150 million.


  • For Heineken USA

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