Heineken appoints WPP for global shopper and commerce marketing

The Dutch multinational brewing company Heineken has onboarded WPP as its global partner for shopper and commerce marketing. Led by VML Amsterdam, WPP will leverage WPP Open, its AI-powered operating system, to deliver shopper experiences at scale for Heineken while devising below-the-line marketing initiatives. The brands covered under the agreement include Heineken, Heineken 0.0, and Heineken Silver.

Under the deal, WPP will enhance creative in-store and in-bar brand presence, retail activations, and e-commerce strategies to drive sales and optimise consumer journey for Heineken across the globe. It will drive brand affinity and create shopper moments for fans through integrated shopper experiences around top sponsorships including Formula 1, the UEFA Champions League, and live music events.

Rogier Leliveld, chief client officer for WPP, Netherlands, and WPP global client lead for Heineken, said, “We are proud to expand our partnership with Heineken and leverage WPP Open’s AI capabilities. Commerce and shopper experience are important drivers of brand power and sales. With the UEFA Champions League and F1, the potential of this partnership is tremendous.”

The agreement builds on WPP’s existing partnership with Heineken, which covers brand marketing carried out by Ogilvy globally and in markets like Brazil, Spain and Mexico, along with the branding and design assignments by Design Bridge and Partners, including Heineken’s 150^th anniversary campaign.

Rutger van der Stegen, global head of BTL Heineken Brand, said, “WPP’s creativity and understanding of the Heineken brand makes it the right partner to increase the shopper touchpoints’ impact in our marketing mix, strengthening connections with consumers and drive sustainable growth.”

Just a few weeks ago, Heineken extended its global media relationship with Dentsu for two year following its eight-year relationship with the agency. Under the terms of the renewed contract, dentsu represents Heineken in 100 markets including Brazil, Germany, India, Italy, Nigeria, Mexico, South Africa, Spain, The Netherlands, UK, and Vietnam.

In January this year, Heineken’s United Breweries was also in the news due to halting beer sales in the Indian state of Telangana over pricing issues. The supplies to India's largest beer-consuming state were suspended due to the state government's decree against a price hike, leading to alleged financial losses for the brand. A few liquor distributors in the state were also reportedly stockpiling the product fearing an imminent shortage. Telengana contributes up to 20% of the sales of United Breweries in India.