Heineken USA has issued a PR RFP for its Dos Equis brand, Tara Carraro, Senior Director, Corporate Communications at Heineken USA told PRNewser today.

Rogers and Cowan is the incumbent and will not participate in the pitch. R & C has worked with Dos Equis for two years, and will retain the product placement portion of the business.

The “brand PR” RFP will include social media work, although Carrara said it is “too early in the process” to say whether Dos Equis will have one agency handle the entire scope of work, or whether they will separate social media with another agency.

The company hopes to have the process finalized by mid-May.”Certainly with any agency partner, regardless of brand, one looks for an agency that understands the target consumer and can create compelling messages to engage that consumer,” said Carrara.