Heineken, an international brewer has renewed its global media contract with Dentsu for another two years, continuing an eight-year partnership.
This substantial media investment will see Dentsu manage Heineken’s media across 100 markets, including key regions such as Mexico, Brazil, the UK, Italy, Germany, Spain, the Netherlands, South Africa, Nigeria, Vietnam, and India.
Dentsu, initially added to Heineken’s global media roster in 2016 and becoming a primary partner after the 2021 global media consolidation, has been instrumental in Heineken’s digital transformation. By leveraging data and technology, Dentsu has integrated digital strategies into Heineken’s core global media approach.
Initially focused on media support, Dentsu’s services for Heineken have expanded to include CX production and creative support, responding to the needs of Heineken’s local and regional teams.
Dentsu has implemented new operational models to enhance Heineken’s global reach and strengthen consumer engagement for its international brands. The renewed contract will see Dentsu continuing to support Heineken’s consumer experience strategy and facilitating the rollout of a new digital-focused media value proposition.
“Our relationship with Dentsu has deepened over the years, bringing innovation to support our global growth. As we navigate the algorithmic era, finding new ways to engage consumers is crucial, and we are pleased to continue this partnership with Dentsu,” said Olya Dyachuk, Global Media and Data Director at Heineken.
“This renewal marks a decade-long partnership characterized by outcomes, innovation, and collaboration. We’ve consistently driven each other to find new areas of differentiation and adapt to changing audience dynamics, ultimately supporting Heineken’s global ambitions. Our work with Heineken exemplifies dentsu’s commitment to innovating to impact, and we look forward to further elevating this partnership,” said Will Swayne, Global Practice President– Media, Dentsu.
