HEINEKEN has concluded its global marketing agency ecosystem review, announcing a refreshed roster of creative, media and production partners for its Global and Power Brands portfolio.
Following a competitive pitch process, the company has renewed dentsu’s global media mandate, while Publicis Groupe has been awarded the global secondary production business.
As part of the restructuring, HEINEKEN has also consolidated its global creative roster to three holding companies—Publicis, WPP and Stagwell. Creative duties for the Heineken brand itself were not part of the review and will continue to remain with Publicis.
The company said the move forms part of its EverGreen 2030 Growth Strategy and broader Freddyai Commercial transformation agenda, aimed at creating a more effective and future-ready agency 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.
This new structure ensures that HEINEKEN’s Global Brands Amstel, Birra Moretti, Desperados, and Tiger, as well as selected priority local power brands, are supported by a focused set of strategic partners, enabling stronger brand building through deeper collaboration, and greater consistency and scalability across markets.
Commenting on the new agency structure, Jorn Socquet, Senior Director – Global Brand Impact & Growth Transformation, HEINEKEN, said, “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.”
“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,” he added.
The transition to the new agency model will begin immediately, with phased implementation aligned to brand planning cycles to ensure continuity and stability across markets.
