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Dentsu retains Heineken’s global media account
Heineken consolidates creative roster across Publicis, WPP and Stagwell
Heineken has concluded its global marketing agency ecosystem review, announcing a refreshed agency structure aimed at supporting the next phase of growth for its global and power brands portfolio.
Following a competitive multi-agency pitch, the brewer has reappointed dentsu as its global media partner, while Publicis Groupe has been retained for global secondary production responsibilities.
As part of the restructuring, Heineken has also streamlined its global creative roster to three major holding companies, Publicis, WPP, and Stagwell, in a move designed to simplify operations and improve creative consistency across markets.
Creative duties for the flagship Heineken brand itself were not part of the review process and will continue to remain with Publicis.
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