Published on: May 11, 2026
HEINEKEN has unveiled a refreshed global marketing agency model after completing a comprehensive review of its agency ecosystem, retaining dentsu as its global media partner while restructuring its creative and production partnerships.
The updated framework is aligned with HEINEKEN’s EverGreen 2030 Growth Strategy and its wider commercial transformation plans, which aim to build a more agile, scalable, and strategically integrated marketing structure.
“This marks a significant step in HEINEKEN’s EverGreen 2030 Growth Strategy and the ambition to build a more streamlined, effective, and future-fit agency model, designed to deliver greater creative impact, operational efficiency, and consistency at scale. Moving to fewer, better and bigger agency partners is part of our broader Freddyai Commercial transformation,” said Bram Westenbrink, Chief Commercial Officer, HEINEKEN.
As part of the revised structure, dentsu will continue overseeing HEINEKEN’s global media operations, extending a relationship that has lasted for more than ten years. Publicis Groupe has retained its role in global secondary production, while creative responsibilities have been streamlined across Publicis, WPP, and Stagwell.
The company clarified that creative duties for the flagship Heineken brand remained with Publicis and were not included within the scope of the agency review.
“Our new agency ecosystem is a key enabler of our ambition to build stronger, more distinctive brands at scale. By partnering with a smaller number of world-class agencies, we are creating the conditions for deeper collaboration, sharper strategic focus, and more impactful creativity, while also operating with greater speed and efficiency across our global and local brand portfolio,” said Jorn Socquet, Senior Director Global Brand Impact & Growth Transformation, HEINEKEN.
According to HEINEKEN, the refreshed agency structure will support global brands including Amstel, Birra Moretti, Desperados, and Tiger, along with several local power brands, helping improve brand consistency, collaboration, and operational efficiency across international markets.
Read more: Dentsu Secures Tata Group’s Consolidated IPL Media Mandate Across Key Brands
