Heineken has appointed WPP as its global shopper marketing and commerce partner, expanding the companies’ long-standing collaboration. The new partnership will focus on below-the-line (BTL) marketing initiatives aimed at enhancing Heineken’s brand presence across key consumer touchpoints.
The scope of the engagement covers Heineken’s core portfolio, including Heineken®, Heineken 0.0, and Heineken Silver, with efforts directed toward in-store and in-bar activations, retail branding, and e-commerce strategies to boost consumer engagement and drive growth.
The partnership will be led by VML Amsterdam and powered by WPP Open, the company’s proprietary AI-driven marketing operating system. WPP will also craft tailored shopper experiences around Heineken’s major global sponsorships, including Formula 1, the UEFA Champions League, and high-profile live music events.
WPP’s team will operate from its Amsterdam Campus, working in close collaboration with Heineken’s global marketing team to activate campaigns in priority markets worldwide.
The appointment builds on a broader relationship between the two companies, with Ogilvy, Design Bridge and Partners, and other WPP agencies already providing branding, design, and advertising services to Heineken in various regions.
Rutger van der Stegen, Global Head of BTL Heineken Brand, commented:
“We were impressed by WPP’s depth in shopper marketing and their ability to enhance efficiency using WPP Open’s advanced AI capabilities. Their creativity and deep understanding of the Heineken brand make them the ideal partner to elevate our shopper touchpoints, strengthen consumer connections, and drive sustainable growth.”
Rogier Leliveld, Chief Client Officer for WPP Netherlands and Global Client Lead for Heineken, added:
“We’re thrilled to expand our partnership with Heineken and bring the power of WPP Open’s AI to the forefront of shopper experiences. With commerce and in-store experience being vital drivers of brand strength in this category, this partnership opens up exciting new possibilities. Coupled with Heineken’s iconic sponsorships like UEFA Champions League and Formula 1, the creative potential is immense.”
