HEINEKEN has concluded its global marketing agency ecosystem review, unveiling a streamlined roster of partners across creative, media, and production as part of its ongoing transformation strategy.
Following a competitive pitch, the brewer has renewed its global media mandate with dentsu, while appointing Publicis as its global secondary production partner. The company has also consolidated its global creative roster, bringing it under three major holding groups—Publicis, WPP, and Stagwell. Creative responsibilities for the flagship Heineken brand remain unchanged and continue to be handled by Publicis, as this was outside the scope of the review.
The move is aligned with HEINEKEN’s EverGreen 2030 growth strategy, which focuses on building a more efficient, scalable, and future-ready marketing ecosystem. By reducing the number of agency partners, the company aims to drive stronger creative output, improve operational efficiency, and ensure greater consistency across markets.
The revamped structure will support HEINEKEN’s global and power brands portfolio, including Amstel, Birra Moretti, Desperados, and Tiger, along with select priority local brands. The company expects closer collaboration with a more focused set of partners to strengthen brand-building efforts at scale.
According to company leadership, the new model is designed to enable faster execution, sharper strategic alignment, and more impactful creativity, while maintaining high-quality output across both global and local campaigns.
HEINEKEN noted that the transition to the new agency ecosystem will begin immediately, with a phased rollout aligned to brand planning cycles to ensure continuity and stability across markets. The company also acknowledged the efforts of all participating agencies during the review process, highlighting the high level of strategic thinking and creativity demonstrated throughout.
