WPP has been appointed as the global shopper marketing and commerce partner for Heineken, overseeing the iconic Heineken® brand portfolio, including Heineken®, Heineken® 0.0, and Heineken® Silver. This partnership marks an expansion of WPP’s relationship with Heineken, reinforcing its expertise in delivering AI-powered marketing solutions at scale.
The scope includes global development of below-the-line marketing initiatives aimed at creating distinct brand experiences across key consumer touchpoints. A dedicated WPP team, led by VML Amsterdam, will harness WPP Open, the company’s AI-driven marketing transformation system, to craft integrated brand experience and commerce solutions.
Working closely with Heineken’s global team, WPP will enhance creative execution in-store and in-bar, optimize retail activations, and develop ecommerce strategies to drive sales and improve the consumer journey. The collaboration will also focus on integrating shopper experiences with major sponsorships, including Formula 1, the UEFA Champions League, and live music events, strengthening brand engagement and delivering memorable consumer interactions.
Operating from WPP’s Amsterdam Campus, the dedicated team will collaborate with Heineken’s global marketing teams to execute activations in key markets worldwide.
This partnership builds upon WPP’s longstanding relationship with Heineken. Ogilvy has been supporting Heineken’s brands across various global markets, including Brazil, Spain, and Mexico, while Design Bridge and Partners has delivered award-winning branding and design work, notably contributing to Heineken’s 150-year anniversary campaign.
Rutger van der Stegen, Global Head of BTL Heineken Brand, commented: “WPP’s expertise in shopper marketing, combined with the efficiencies offered by WPP Open’s AI-driven approach, stood out to us. Their deep understanding of the Heineken® brand, along with their creative strength, makes them the ideal partner to enhance our shopper marketing strategy, fostering deeper connections with consumers and driving sustainable growth.”
Rogier Leliveld, Chief Client Officer for WPP in the Netherlands and WPP Global Client Lead for Heineken, added: “We are thrilled to expand our collaboration with Heineken® and leverage WPP Open’s AI capabilities to create world-class brand experiences. Shopper engagement is a crucial driver of brand strength and sales in this category, making this partnership especially exciting. With the added appeal of UEFA Champions League and F1 sponsorships, the opportunities for impactful brand activations are immense.”
