Dos Equis Taps Sid Lee as Creative Agency of Record

Global creative agency Sid Lee is selected by Heineken USA as its creative agency of record for Dos Equis in the US. This exciting collaboration between the famous brand and Sid Lee will end the year on a strong note for the creative company.

"Dos Equis is a truly iconic brand, one that has an incredible advertising heritage built over a number of years and campaigns," said Jonnie Cahill, chief marketing officer at Heineken USA. "As such, we are excited to partner with Sid Lee as together, we write the next chapter for Dos Equis. We have been admirers of Sid Lee's work and have been consistently impressed by both their strategic thinking and their creativity through an extremely rigorous pitch process. We're hard at work already on a series of creative executions across multiple brand touchpoints that will debut in the coming months. We are truly looking forward to 2021, but then isn't everyone?"

The US team will lead the charge on building a new creative outlook for Dos Equis to engage and expand its popularity among new and existing audience groups. The win supports the growing impact of Sid Lee's presence in the US, following the acquisition of Los Angeles-based social agency Denizen, its latest work for The North Face campaign 'Reset Normal', and the company's first Emmy Award for the acclaimed show 'Godfather of Harlem'.

"This is a landmark win for us; a marquee brand with a rich creative history," said Andy Bateman, CEO of Sid Lee USA. "From the synergy that our teams share to our joint commitment to highlighting the storied brand's tremendous cultural currency, we are delighted to become a creative ally for Dos Equis and the Heineken USA team. We look forward to developing breakthrough work that marks the next stage of the brand's evolution. Jonnie and the team have been terrific partners throughout the process, and it's just these types of client partnerships that make us want to push harder for the best ideas."