INITIAL REQUIREMENT

The relationship between Heineken, now the leading import beer in Japan, and Ad-comm began with advertising aimed at making a greater impact in Japan. Heineken had worked with a number of major international agencies, but always with English-language based advertising created elsewhere and executed in Japan. Ad-media's experts proposed that, to enhance relevance in the market, Heineken advertising should feature intelligent Japanese copywriting.

SUCCESS LEADS TO BROADENING SERVICES

The campaign resulted not only in increased sales, but also in an award from the Tokyo Copywriter's Club. This success built the foundation for a broader relationship with the Ad-comm Group, and as Heineken's presence in Japan increases, so are the ways in which the Ad-comm Group is supporting them.

Recently, CyberMedia applied its skills to a number of Heineken Web activities, including an agreement with Madonna for the downloading of the new 007 theme through i-mode for mobile phone use.

PUBLIC RELATIONS

Heineken's increased local presence and success have also resulted in a need for comprehensive public relations services. Trimedia now is working with Heineken to provide not only traditional media relations strategy and support, but also introductions to media outlets and event sponsorship opportunites.

As an integrated team, the Ad-comm Group offers comprehensive communications services and a rich skill set to support Heineken as its needs grow in Japan.