Heineken has appointed a new global marketing agency roster. The brewer said the development follows a review of its global marketing agency ecosystem and forms part of its EverGreen 2030 Growth Strategy.

Heineken has reappointed dentsu as its global media agency, while Publicis has retained its role for global secondary production.

The company has also consolidated its global creative roster with three holding companies, Publicis, WPP and Stagwell.

Creative work for the Heineken brand itself was not included in the review and will remain with Publicis.

Heineken said the new structure would support global brands including Amstel, Birra Moretti, Desperados and Tiger, as well as selected priority local power brands.

The brewer said the shift to “fewer, better and bigger” agency partners would help improve creative impact, operational efficiency and consistency across markets.

Heineken chief commercial officer Bram Westenbrink said: “This marks a significant step in HEINEKEN’s EverGreen 2030 Growth Strategy and the ambition to build a more streamlined, effective, and future-fit agency model, designed to deliver greater creative impact, operational efficiency, and consistency at scale.

“Moving to fewer, better and bigger agency partners is part of our broader Freddyai Commercial transformation.”

Heineken senior director of global brand impact and growth transformation Jorn Socquet said the new agency model would enable “deeper collaboration, sharper strategic focus and more impactful creativity”.

“Our new agency ecosystem is a key enabler of our ambition to build stronger, more distinctive brands at scale,” he said.

“By partnering with a smaller number of world-class agencies, we are creating the conditions for deeper collaboration, sharper strategic focus and more impactful creativity.

“At the same time, this model allows us to operate with greater speed and efficiency, ensuring we can deliver high-quality work consistently across our global and local brand portfolio.”

The transition to the new agency model will begin immediately, with a phased rollout aligned to brand planning cycles.

Heineken said the approach would help ensure continuity and stability across markets while supporting long-term brand investment and a more connected global marketing ecosystem.

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