HEINEKEN has announced a major overhaul of its global marketing agency structure following a comprehensive ecosystem review, retaining dentsu as its global media partner while streamlining creative and production responsibilities across a smaller group of agencies.
The restructuring is part of the brewer’s broader EverGreen 2030 Growth Strategy and ongoing commercial transformation efforts aimed at building a more efficient, scalable, and future-ready marketing ecosystem. Through the revised structure, HEINEKEN plans to strengthen creative consistency, improve operational efficiency, and enable deeper strategic collaboration across its international markets.
As part of the new setup, dentsu will continue managing HEINEKEN’s global media business, extending a partnership that has lasted for more than ten years. Meanwhile, Publicis Groupe has been reappointed to oversee global secondary production duties. Creative responsibilities across the company’s portfolio will now be consolidated under three major holding groups – Publicis, WPP, and Stagwell.
The flagship Heineken brand’s creative account will continue to remain with Publicis and was not included in the review process.
Commenting on the development, Bram Westenbrink said the company’s focus is on creating a “fewer, better, and bigger” agency model capable of delivering stronger creative impact and greater operational agility.
Jorn Socquet added that the revised agency ecosystem will help the company build stronger global brands while operating more efficiently across markets.
The updated structure will support key global brands including Amstel, Birra Moretti, Desperados, and Tiger, alongside several local power brands worldwide.
