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Heineken USA has brought on Canvas Worldwide as its media agency of record in the U.S., marking a major win for the three-year-old agency.

The new appointment part of a "strategic approach to strengthen the brand's marketing and media planning efforts will be effective Jan. 1, 2019, Heineken confirmed to Ad Age in a statement.

In 2012, Heineken consolidated global media planning and buying with what was then Publicis Groupe's Starcom MediaVest. Starcom has been handling the account in the U.S.

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