Netherlands – Heineken has appointed WPP as its global shopper marketing and commerce partner, entrusting the agency with enhancing retail and e-commerce experiences for its flagship brands, including Heineken, Heineken 0.0, and Heineken Silver.
Based at WPP’s Amsterdam Campus, the dedicated team—led by VML Amsterdam—will drive Heineken’s global below-the-line (BTL) marketing initiatives, focusing on developing distinctive and impactful brand experiences across key consumer touchpoints.
Harnessing WPP Open, the company’s AI-powered marketing transformation platform, the team will deliver cutting-edge, end-to-end brand experience and commerce solutions. This includes collaborating with Heineken’s global team to elevate in-store and in-bar brand presence, enhance retail activations, and refine e-commerce strategies to drive sales and optimise the consumer journey.
Furthermore, the team will craft integrated shopper experiences around major sponsorships, including Formula 1, the UEFA Champions League, and live music events—strengthening brand affinity and creating unforgettable moments for fans.
Rutger van der Stegen, global head of BTL Heineken Brand, said, “We were impressed by WPP’s deep capabilities in shopper marketing, including their ability to drive higher efficiencies through WPP Open, underpinned by advanced AI. In addition, WPP’s creativity and deep understanding of the Heineken® brand make them the right partner to increase the impact of shopper touchpoints in our marketing mix, strengthening connections with consumers and driving sustainable growth.”
This partnership extends WPP’s existing collaboration with HEINEKEN, adding to its work across the company’s brand portfolio. Ogilvy currently supports HEINEKEN brands globally and in key markets such as Brazil, Spain, and Mexico, while Design Bridge and Partners has contributed to branding and design efforts, including HEINEKEN’s recent 150-year anniversary campaign.
Rogier Leliveld, chief client officer for WPP in the Netherlands and WPP global client lead for HEINEKEN, said, “We could not be prouder to expand our partnership with Heineken® and leverage WPP Open’s AI capabilities to create world-class experiences for its brands.”
“Commerce and shopper experience are such important drivers of brand power and sales in this category, which makes this opportunity even more exciting. It also allows us to build on our longstanding brand strategy and design partnership with Heineken®. With the added excitement of UEFA Champions League and F1, the potential of this partnership is tremendous,” he added.
