Mumbai: Dentsu has announced the extension of its global media partnership with Heineken, continuing an eight-year collaboration. The renewed two-year agreement will see dentsu managing Heineken’s media investments across 100 markets, including Mexico, Brazil, the UK, Italy, Germany, Spain, the Netherlands, South Africa, Nigeria, Vietnam, and India.
Since being appointed to Heineken’s global media agency roster in 2016, dentsu has played a pivotal role in supporting the brewer’s digital transformation. Following a global media consolidation in 2021, dentsu has strengthened its position as a trusted growth partner, leveraging data and technology to elevate digital as a core component of Heineken’s global media strategy.
With an integrated operating model, dentsu enables Heineken’s international growth brands to build deeper consumer connections while maintaining its vast geographic reach. The agency will also continue to drive the evolution of Heineken’s consumer experience strategy in the algorithmic era, ensuring innovative engagement and differentiation.
Olya Dyachuk, Global Media & Data Director at Heineken, emphasized the strength of the partnership: “Our collaboration with dentsu has deepened over the years, bringing fresh ideas and innovation to our global media approach. As we navigate the algorithmic era, reaching and engaging consumers with relevance is more critical than ever. We are excited to continue this journey with dentsu.”
Initially focused on media support, dentsu’s role has expanded to include CX production and creative services in response to Heineken’s evolving needs at local and regional levels.
Will Swayne, Global Practice President – Media at dentsu, highlighted the impact of the collaboration: “This extended commitment brings us closer to a decade-long partnership built on delivering results, innovation, and collaboration. Heineken’s ambitions continue to push us to explore new frontiers in media and consumer engagement, reinforcing our shared commitment to innovation that drives impact.”
As Heineken rolls out a world-class, digitally driven media value proposition, dentsu remains a strategic partner in delivering growth, engagement, and market leadership.
