Heineken, WPP strengthen marketing alliance

Global brewing giant Heineken has announced a strategic expansion of its marketing efforts by appointing WPP as its global shopper marketing and commerce partner. This move is set to enhance Heineken’s brand presence across major markets through AI-driven consumer engagement and retail activations.

The partnership will cover Heineken’s flagship brands, including Heineken, Heineken 0.0, and Heineken Silver, as the company seeks to revolutionize its consumer experiences both in-store and online.

Enhancing Consumer Engagement Through AI and Creativity
According to Rutger van der Stegen, Global Head of BTL Heineken Brand, WPP’s expertise in shopper marketing and AI-powered solutions made them the ideal choice to elevate Heineken’s retail strategies.

“We were impressed by WPP’s deep capabilities in shopper marketing, including their ability to drive higher efficiencies through WPP Open, underpinned by advanced AI. Their creativity and deep understanding of the Heineken brand make them the right partner to increase the impact of our marketing mix, strengthening connections with consumers and driving sustainable growth,” he stated.

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The WPP team, led by VML Amsterdam, will work closely with Heineken’s global marketing team from WPP’s Amsterdam Campus. Their primary focus will be on retail activations, in-store and in-bar branding, and e-commerce strategies designed to boost sales and optimize consumer experience.

Amplifying Sponsorships and Brand Experiences
Heineken’s expanded partnership with WPP will also prioritize immersive shopper experiences aligned with its major global sponsorships, including Formula 1, the UEFA Champions League, and live music events. These activations will create unforgettable moments for consumers while reinforcing Heineken’s brand affinity on a global scale.

Rogier Leliveld, Chief Client Officer for WPP in the Netherlands, expressed excitement over the collaboration:

“We could not be prouder to expand our partnership with Heineken and leverage WPP Open’s AI capabilities to create world-class brand experiences. Shopper experience and commerce are crucial drivers of brand power and sales in this category, and with the added excitement of UEFA Champions League and Formula 1, the potential of this partnership is tremendous.”