After a near 30-year relationship with Dutch brewing giant Heineken, the London office of Lowe & Partners Worldwide has resigned the £10 million ($14.59m; €15.48m) business.

The account was the remnant of Lowe’ three-decade tenure on the brewer’s estimated $90m transatlantic business, surviving Heineken’s switch in February of the $80m US majority to D’Arcy and MediaVest.

Lowe London insists its resignation is not spurrred by pique at the massive US loss; the decision had been made with “great reluctance”. The more likely reason is the absence of any UK spend by Heineken since last year’s campaign in which the brew was hyped by a number of Z-list celebs.

Some observers also believe the parting of the ways between agency and client is not unrelated to the wane of Sir Frank Lowe’s star within the Interpublic firmament. Additionally, the eponymous ad veteran has made no secret of his distaste for transatlantic commuting.

Lowe, the original begetter of the Heineken business – and inspirer of some of the brand’s most famed campaigns – stood down from the Interpublic executive board in February along with four other senior directors [WAMN: 12-Feb-02].

He has also shed most of his day to day executive duties within the Lowe Group, and at Interpublic’s sports marketing unit Octagon (of which he remains chair) and plans to quit the group altogether by the year end.

Data sourced from: BrandRepublic (UK); additional content by WARC staff