Heineken N.V. has announced a sweeping overhaul of its global marketing agency structure, retaining key partners while streamlining operations to enhance efficiency, creativity and brand consistency across international markets.
The restructuring follows a comprehensive global agency review and forms part of the company’s broader strategy to optimise its marketing ecosystem. As part of the new framework, dentsu will continue to manage global media responsibilities, while Publicis Groupe retains its role in global secondary production.
Brandspur Brand News reports that the company has consolidated its creative operations under three major holding groups—Publicis, WPP and Stagwell—in a move designed to foster stronger collaboration, improve execution speed and deliver more integrated campaigns across its portfolio.
The reorganisation does not affect the core creative account for the Heineken brand, which remains under Publicis. Instead, the updated structure is aimed at supporting a wider portfolio of international brands, including Amstel, Birra Moretti, Desperados and Tiger, as well as selected high-priority local brands.
Chief Commercial Officer, Bram Westenbrink, said the shift aligns with the company’s EverGreen 2030 Growth Strategy and reflects a deliberate move toward fewer but more strategic agency partnerships. According to him, the approach is expected to deliver sharper creative output, faster campaign execution and improved coordination across regions.
Also commenting, Senior Director of Global Brand Impact and Growth Transformation, Jorn Socquet, noted that the new model strengthens alignment between strategy, creativity and execution, enabling the company to respond more effectively to changing consumer behaviour and market dynamics.
Heineken stated that implementation of the revised agency structure is already underway and will be rolled out in phases to ensure a smooth transition across global markets. The company added that the transformation reinforces its long-term commitment to marketing innovation, brand investment and building a more connected global communications ecosystem.
