London – Heineken has extended its global media partnership with Dentsu through a new two-year contract, continuing their eight-year collaboration with the network.
Backed by a significant media investment, the extended contract will allow Dentsu to represent Heineken across 100 markets, including Mexico, Brazil, the UK, Italy, Germany, Spain, the Netherlands, South Africa, Nigeria, Vietnam, and India.
Selected as Heineken’s global media partner in 2016, Dentsu solidified its role after the 2021 media consolidation. It has since driven Heineken’s digital transformation, leveraging data and technology to make digital central to its global media strategy.
Heineken has implemented new operating models to enhance its global reach and strengthen consumer connections. Dentsu will support Heineken’s evolving consumer experience strategy in the algorithmic era and assist in launching a digital-focused media value proposition.
“We’ve enjoyed a deepening relationship with dentsu over the last several years, as HEINEKEN’s approach to global media has evolved, bringing innovation and new ideas to support our global growth,” said Olya Dyachuk, global media & data director at Heineken.
“As the world moves into the algorithmic era, finding new ways to reach and engage consumers, drive relevance, and stand out from the pack will be critical, and we’re proud to continue our partnership with dentsu on this journey,” Dyachuk added.
Initially focused on media support, Dentsu’s services for Heineken have expanded to include CX production and creative support, meeting the needs of Heineken’s local and regional teams worldwide.
Will Swayne, global practice president—media at Dentsu, said, “This re-commitment between dentsu and HEINEKEN will take us through to a decade-long partnership that has been marked by delivering outcomes, innovation, and collaboration between our combined teams and partners.”
“We have always driven one another to find new areas of differentiation and distinctiveness while adapting to the seismic changes that have taken place across audiences, ultimately helping to support HEINEKEN’s global ambitions. When I talk to people about dentsu’s client promise of innovating to impact, our journey with HEINEKEN is always front of mind, and we’re looking forward to taking it to a new level,” he added.
