Heineken assigns Hispanic buying responsibilities to MediaVest.

Industry insiders state that the move is firmly based on finding overall accounting efficiencies in reduction of fees paid for the buying media, not advantageous CPMs, rates, marketing & media strategy performance or ROI.

This is an alarming trend that Hispanic Agencies are challenged by, when their efforts and results are not enough to offset the accounting process when an advertiser is more interested in saving fees than increasing market share.

The Heineken buying at The Vidal Partnership was the last element of Hispanic buying that MediaVest did not handle for Heineken, last year the Tecate brand handled by Los Angeles-based Grupo Gallegos was consolidated.

Can these large media buying units deliver the same Hispanic market know-how & skills, media relationships & partnerships and improve on impressive local, regional and national Hispanic ROI?

At the end of the day … Performance must be the metric. Time will tell.

Client and agency executives were not available for comments.