Heineken expands relationships with Publicis Groupe and Dentsu

Heineken has changed both the creative and media side of its global agency relationships and expanded its partnerships with Publicis Groupe and Dentsu.

Publicis Groupe will work closely with Heineken through a new creative agency model called Le Pub. The head office is located in a bar in the center of Amsterdam, which is expected to open in January 2021.

“In today's dynamic consumer environment, we need to be able to act quickly and be as relevant to consumers as possible. We are therefore adapting our agency model, ”said Bram Westenbrink, Heineken's Global Senior Director, in a statement. "The new partnership with Le Pub is based on the rapid delivery of local creativity on a global scale."

A Le Pub team in Amsterdam and Milan is tasked with integrating creative, data and branding experiences for Heineken, supported by Epsilon and Publicis Sapient. Publicis Groupe previously worked with Heineken on creatives around the world. The move will mean expanding their responsibilities to brand experience and data services. Heineken has also built up its in-house creative team in recent years.

"With the establishment of Le Pub, we are introducing a new agency model that shows how uniquely we are positioned to unlock the alchemy of creativity, data and technology and to gain experiences that have an impact on people's daily lives", said Publicis Groupe global creative director and Le Pub CEO Bruno Bertelli said in a statement. "After nearly a decade of working with Heineken, I'm sure they are the perfect customer to start it off."

Effective January 1, 2021, Heineken is also largely consolidating its global media buying and scheduling responsibilities with Dentsu, expanding a relationship in which Dentsu Red Star has already handled the majority of Heineken's media spend. Adweek 2020 Breakthrough Media Agency of the Year Canvas Worldwide previously worked as a US media agency for Heineken. The only exception to the global consolidation is in France, where Publicis Groupe retains responsibility for media agencies.

According to global data consultancy COMvergence, Heineken spent an estimated $ 605 million on media last year, nearly a third of which is spent on digital channels, including around $ 220 million in North America.

According to a statement, the move marks an evolution of Heineken's media operating model with the aim of maximizing global media investment to drive sustainable business growth. Dentsu is tasked with implementing a media model that will allow Heineken access to more specialized skills and talent to accelerate brand growth.

"We are pleased with Heineken's decision to consolidate its global media services with Dentsu," said Peter Huijboom, CEO of Dentsu, Media and Global Clients, in a statement. “Over the past three years we have built a trusted partnership with Heineken based on a track record of delivery and innovation, especially accelerating Heineken's individual data-driven marketing ambitions. We look forward to working together to build a future media model for the entire Heineken portfolio. "

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