Core Creative, the creative practice that is part of Core, has won the creative account for Heineken Ireland’s cider portfolio following a three-way pitch that also involved Chemistry and JWT Folk.
While Core has been quietly ramping up its creative offering- having created campaigns for Lily O’Brien’s and An Garda Síochana over the past 12 months – this is a big account win for the group as it seeks to grow its creative footprint in the competitive Irish market. It also throws down the gauntlet to other creative agencies as the marketing communications group seeks to build on its existing media relationships with many of Ireland’s leading blue-chip brands by way of a full-service offering.
Heineken Ireland’s cider portfolio includes Appleman’s and Orchard Thieves. The creative account for these brands was previously managed by Rothco | Accenture Interactive which created major campaigns to launch the two brands on the Irish market over the last four years. Cider has become a big growth area for Heineken internationally with brands like Appleman’s, Orchard Thieves, Strongbow, Old Mout, Stassen, Blind Pig and Bulmers in the UK, making up its portfolio. Sharon Walsh, the former marketing director of Heineken Ireland is now the global director of cider for the Dutch drinks giant.
Apart from the creative services on offer, it is understood that Heineken will also tap into Core’s extended full-service offering which also including research, sponsorship and data. Starcom, which is also part of Core, already handles media buying and planning for Heineken Ireland’s brands although the media account was not part of the recent pitch process for the cider brands.
Headed up by Dave Griffin as managing director, Core Creative has been in expansion mode recently. In September, Liam Wielopolski was appointed as executive creative director of Core, having joined from DDB in Johannesburg where he was chief creative officer since 2013. Last month, Mike Garner, the former creative director and co-founder of Chemistry, joined Core as creative director, having spent a number of months working for it as a creative consultant.