Heineken has completed a global agency review, appointing new roster of creative, production, and media partners to support its Global and Power Brands portfolio.
Following a competitive pitch process, dentsu has been reappointed as Heineken’s global media agency, and Publicis has been reappointed for global secondary production. The global creative roster has been consolidated across three holding companies: Publicis, WPP, and Stagwell. Creative work for the Heineken brand was outside the scope of the review and remains with Publicis.
The new structure covers Global Brands Amstel, Birra Moretti, Desperados, and Tiger, as well as selected priority local power brands.
“This marks a significant step in Heineken’s EverGreen 2030 Growth Strategy and the ambition to build a more streamlined, effective, and future-fit agency model, designed to deliver greater creative impact, operational efficiency, and consistency at scale,” said Bram Westenbrink, Chief Commercial Officer, Heineken.
By partnering with a smaller number of world-class agencies, we are creating the conditions for deeper collaboration, sharper strategic focus, and more impactful creativity.
“Moving to fewer, better and bigger agency partners is part of our broader Freddyai Commercial transformation.”
“Our new agency ecosystem is a key enabler of our ambition to build stronger, more distinctive brands at scale,” said Jorn Socquet, Senior Director Global Brand Impact & Growth Transformation, Heineken.
“By partnering with a smaller number of world-class agencies, we are creating the conditions for deeper collaboration, sharper strategic focus, and more impactful creativity. At the same time, this model allows us to operate with greater speed and efficiency, ensuring we can deliver high-quality work consistently across our global and local brand portfolio. We are grateful to all participating agencies for their commitment throughout this extensive process. The quality of thinking, creativity, and talent on display was exceptional.”
In a LinkedIn post, Mark Penn, Chairman and CEO of Stagwell, said the work would involve Stagwell agencies 72andSunny and Forsman & Bodenfors and that the appointment was “a big win for Stagwell as we grow and mature to challenge the other majors for the world’s largest and most iconic accounts.”
The transition to the new agency model will begin immediately, with a phased implementation aligned to brand planning cycles, said Heineken.
