United States – Heineken N.V. has announced the results of a global review of its marketing agency ecosystem, appointing a new roster of creative, production, and media partners to support the next phase of growth for its global and power brand portfolio.
Following a competitive pitch process, the brewer has reappointed Dentsu as its agency for global media, while Publicis Groupe will continue serving as the global secondary production partner. The company also consolidated its global creative roster across three holding companies: Publicis Groupe, WPP, and Stagwell.
Creative responsibilities for the Heineken brand were not included in the review and will remain with Publicis Groupe.
The new structure is designed to support HEINEKEN’s global brands, including Amstel, Birra Moretti, Desperados, and Tiger Beer, as well as selected priority local power brands. According to the company, the streamlined roster aims to enable deeper collaboration with agency partners and improve consistency and scalability across markets.
The transition to the new agency model will begin immediately, with implementation taking place in phases aligned with brand planning cycles to maintain continuity and operational stability across markets.
The company said the move reflects its ongoing focus on long-term brand investment, marketing innovation, and building a more connected global marketing ecosystem.
“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. Moving to fewer, better and bigger agency partners is part of our broader Freddyai Commercial transformation,” said Bram Westenbrink, Chief Commercial Officer HEINEKEN.
Jorn Socquet, Senior Director Global Brand Impact & Growth Transformation, HEINEKEN, added, “Our new agency ecosystem is a key enabler of our ambition to build stronger, more distinctive brands at scale. 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.
They added, “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.”
