Rebecca Sullivan
For the Effie Awards

Tara Carraro
Heineken USA

Call for Entries Issued to College Students to Create Effective Public Service  Marketing Communications Campaigns

NEW YORK, September 28, 2011 - Effie Worldwide, which recognizes, encourages and provides education on effectiveness in marketing communications, and Heineken USA today announced a call for entries for the third annual Collegiate Effie Competition.  For the 2012 competition, students ages 21 and older will be challenged to develop a public service marketing communications campaign that supports Heineken’s global sustainability program, Brewing a Better Future, while highlighting the importance of sustainable bottle and package disposal.

Entrants will be challenged to create a campaign that encourages adult consumers to recycle their beverage containers. All entries must feature at least three different digital media creative executions.  Qualifying entries will be judged by industry professionals in various disciplines, including creative, strategic planning, media strategy, branding, marketing and social media.  Finalists will have the opportunity to present their work to senior members of the Heineken USA marketing team.

“The Collegiate Effie competition offers students a unique opportunity to gain professional-level experience and receive valuable feedback from some of the industry’s most respected individuals,” said [Mary Lee Keane, President of Effie Worldwide]. “We are thankful to have a partner in Heineken USA, whose creativity and dedication to this program allows us to inspire students to create great work on important topics.”

“At Heineken USA, we are working to continually improve the environmental impact of our brands and business, but encouraging our partners and consumers to join in this effort is vital for long-term success,” said Dan Tearno, senior vice president and chief corporate relations officer, Heineken USA. “This program allows us to work with some of the brightest new minds in advertising, apply and support their classroom education, and ensure that our organization continues to effectively spread awareness around these issues.”

Entries are due no later than March 23, 2012. Judging will follow and presentations are planned to take place at the end of April.  Students must be 21 or older by January 1, 2012 and currently enrolled in a undergraduate program to be eligible to participate in the PSA Challenge.

To download the 2012 entry kits, visit www.effie.org/collegiate.

About Effie Worldwide
Effie Worldwide stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the ever-changing marketing industry.  The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy. This has taken shape in webinars, white papers, global conferences, winner showcases and The Effie Effectiveness Index™, the first global ranking of marketing communications effectiveness. The Effie Effectiveness Index identifies and ranks the marketing communications industry’s most effective agencies, advertisers, and brands by analyzing finalist and winner data from Effie competitions worldwide. For more details, visit www.effieindex.com.

The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand’s success.  Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the Euro Effie, the Middle East / North Africa Effie and more than 40 national Effie programs. For more details, visit www.effie.org.  Follow @effieawards on Twitter for updates on Effie information, programs and news.

About Heineken USA
Heineken USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.

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