Heineken has renewed its global media partnership with Dentsu through a fresh two-year agreement, further strengthening their eight-year collaboration.
With a significant media investment backing the extension, Dentsu will continue to represent Heineken across 100 key markets, including Mexico, Brazil, the UK, Italy, Germany, Spain, the Netherlands, South Africa, Nigeria, Vietnam, and India.
Since being selected as Heineken’s global media partner in 2016, and solidifying its role during the 2021 media consolidation, Dentsu has played a pivotal role in driving the brand’s digital transformation. This collaboration has focused on leveraging data and technology to make digital a core element of Heineken’s global media strategy.
Heineken has introduced new operating models to enhance global reach and strengthen connections with consumers. Dentsu will continue to support Heineken’s evolving consumer experience strategy, particularly in the algorithmic era, and assist in launching a media value proposition centered around digital engagement.
Olya Dyachuk, Global Media & Data Director at Heineken, stated:
“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. 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.”
Originally focused on media support, Dentsu’s services for Heineken have expanded to include customer experience production and creative support, addressing the needs of Heineken’s local and regional teams worldwide.
Will Swayne, Global Practice President—Media at Dentsu, commented:
“This re-commitment between dentsu and HEINEKEN will take us through to a decade-long partnership that has been marked by delivering outcomes, innovation, and collaboration between our combined teams and partners. 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.”
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