WPP scoops Heineken global customer marketing brief

Heineken has expanded its relationship with WPP by appointing the agency group to handle global commerce and shopper marketing activities across its brand portfolio, including Heineken, Heineken 0.0, and Heineken Silver.

The account, which will be led by VML, encompasses global development of customer marketing activities, with a focus on creating brand experiences across key touchpoints.

A dedicated WPP team will leverage WPP Open, the agency group’s AI-powered operating system for marketing transformation, to deliver creative end-to-end brand experience and commerce solutions.

This includes working with the global Heineken team on enhancing creative in-store and in-bar brand presence, retail activations, and ecommerce strategies to drive sales and optimise the consumer journey. Additionally, the team will focus on developing integrated shopper experiences around key sponsorships, including Formula 1, the UEFA Champions League, and live music events, aimed at driving brand affinity and creating memorable shopper moments for fans.

The WPP team will operate from WPP’s Amsterdam Campus and will collaborate closely with the global Heineken team to drive activations in the brewing giant’s key markets across the globe.

This builds upon WPP’s existing relationship with the brand. Ogilvy supports brands across the Heineken company portfolio globally and in markets like Brazil, Spain and Mexico, while Design Bridge & Partners delivers branding and design work for Heineken brands, including on the company’s recent 150-year anniversary campaign.

Heineken brand global head of below the line Rutger van der Stegen said: “We were impressed by WPP’s deep capabilities in shopper marketing, including their ability to drive higher efficiencies through WPP Open, underpinned by advanced AI. In addition, WPP’s creativity and deep understanding of the Heineken brand makes them the right partner to increase the impact of shopper touchpoints in our marketing mix, strengthening connections with consumers and drive sustainable growth.”

WPP Netherlands chief client officer Rogier Leliveld, who is also WPP global client lead for Heineken, said, “We could not be prouder to expand our partnership with Heineken and leverage WPP Open’s AI capabilities to create world-class experiences for its brands.

“Commerce and shopper experience are such important drivers of brand power and sales in this category, which makes this opportunity even more exciting. It also allows us to build on our longstanding brand strategy and design partnership with Heineken. With the added excitement of UEFA Champions League and F1, the potential of this partnership is tremendous.”