Dentsu Extends Global Media Partnership with Heineken for Another Two Years

Dentsu today announced that HEINEKEN, the world's most international brewer, has extended its global media relationship with the network, continuing its eight-year relationship. With a substantial planned media investment, the new two-year contract will see dentsu representing HEINEKEN across 100 markets including Mexico, Brazil, UK, Italy, Germany, Spain, The Netherlands, South Africa, Nigeria, Vietnam and India.

Having been selected to HEINEKEN’s global media agency roster in 2016, dentsu cemented its role as a trusted integrated growth partner following global media consolidation in 2021. Dentsu has supported HEINEKEN through its digital transformation journey, significantly increasing its use of data and technology, and ultimately elevating digital to a central role in its global media strategy.

New integrated operating models have been deployed supporting both the wide geographical reach of the HEINEKEN business, as well as allowing HEINEKEN’s international growth brands to accelerate their journey of building meaningful consumer connections. Dentsu continues to support the HEINEKEN business as it looks to further evolve its consumer experience strategy amongst the backdrop of the algorithmic era. Dentsu will also be supporting HEINEKEN’s roll out of a world class and innovative media value proposition with a focus on digital media.

“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 and data director, 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.”

Dentsu’s initial offering for HEINEKEN was primarily focused on media support, but has expanded to include CX production and creative support services, in line with demand from HEINEKEN’s local and regional teams around the world.

“This re-commitment between dentsu and HEINEKEN will take us through to a decade-long partnership which has been marked by delivering outcomes, innovation and collaboration between our combined teams and partners,” commented Will Swayne, global practice president – media, dentsu. “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.”