Heineken is joining forces with Publicis Groupe to launch a new creative agency model, dubbed Le Pub, which will be headquartered in the brand’s home city of Amsterdam and aims to integrate creativity, data and brand experience.
The agency will be staffed by teams from data giant Epsilon and digital agency Publicis Sapient in Amsterdam and Milan and is designed to deliver greater agility, localisation and personalisation at scale for Heineken.
Publicis Worldwide global creative director Bruno Bertelli will be CEO of Le Pub, which is expected to open its doors on January 1 2021 and will be based in a former bar in central Amsterdam; the city is also home to the Heineken Experience, based at the company’s first built brewery.
Bertelli said: “We are launching a new agency model, showcasing how we are positioned to unlock the alchemy of creative, data and tech to make experiences that impact people’s daily life. After almost a decade working with Heineken, I’m positive they are the perfect client to launch it with.”
Heineken global senior director Bram Westenbrink added: “In today’s dynamic consumer environment, we need to be able to move quickly and be as relevant as we can for consumers. We are therefore adjusting our agency model. The new partnership with Le Pub is based on providing localised creativity at a global scale, with speed.
“The global pandemic meant we had to pivot and work differently, which is what inspired us to design this new model. The partnership with Publicis will help us to drive growth, giving Heineken a sustainable competitive advantage. We are excited to get started.”
Heineken has also decided to move all its media buying and planning services to Dentsu as of January 1 2021. Dentsu Red Star, which currently holds the majority of Heineken global billings, will become the sole media agency, in a move designed to maximise its global media investment to drive sustainable business growth.
Dentsu will be implementing a future media model allowing Heineken to access more specialist capabilities and talent to accelerate the growth of its brands. Publicis Groupe will retain media duties in its home country of France.
Dentsu chief executive of media and global clients Peter Huijboom said: “Over the last three years we have built a trusted partnership with Heineken, rooted in a track record of delivery and innovation, particularly in the acceleration of Heineken’s individualised data-driven marketing ambition. We are excited about building a future media model together across the entire portfolio.”
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