Global marketing agency WPP announced it has been chosen by The Heineken Company to be the beer brand’s global shopper, marketing, and commerce partner.
The marketing portfolio will include the Dutch brewing firm’s main Heineken, Heineken 0.0, and Heineken Silver brands.
WPP revealed that its Dutch-based agency VML Netherlands will lead the portfolio and use WPP Open – the company’s AI operating system – to bolster creative in bars and shops, build e-commerce strategies, and develop shopping experiences around sponsorships, such as the Heineken’s partnership with Formula 1 and the UEFA Champion’s League.
Rutger van der Stegen, Global Head of BTL Heineken Brand, 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.”
The team working on the account will be based out of WPP’s Amsterdam Campus – a space launched in 2019 to bring together agencies and clients in the region.
The new project builds on WPP and Heineken’s already established relationship, having already collaborated in Spanish markets such as Spain, Brazil, and Mexico under WPP’s advertising company.
“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,” Rogier Leliveld, Chief Client Officer for WPP in the Netherlands and WPP Global Client Lead for HEINEKEN.
“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.”
