Heineken has partnered with Publicis Groupe to launch a new creative agency model – Le Pub. The agency will combine teams across Milan and Amsterdam, integrating creativity with the data and tech of Epsilon and Publicis Sapient.
“In today’s dynamic consumer environment, we need to be able to move quickly and be as relevant as we can for consumers,” said Bram Westenbrink, Global Senior Director Heineken. “We are therefore adjusting our agency model. The new partnership with Le Pub is based on providing localized creativity at a global scale with speed.
“The global pandemic meant we had to pivot and work differently, which is what inspired us to design this new model. The partnership with Publicis will help us to drive growth, giving Heineken a sustainable competitive advantage. We are excited to get started.”
Le Pub will be headquartered in Amsterdam with a new creative space that will open its doors on the 1st of January 2021.
“With the creation of Le Pub, we are launching a new agency model, showcasing how we are uniquely positioned to unlock the Alchemy of creative, data, and tech to make experiences that impact people’s daily life,” said Bruno Bertelli, Global Creative Director at Publicis WW and CEO of Le Pub. “After almost a decade working with Heineken, I’m positive they are the perfect client to launch it with.”