Heineken has extended its relationship with Publicis Worldwide and appointed the agency to be its lead global advertising partner for the Heineken brand. The partnership will kick in today onwards.
According to a press statement by the company, Heineken will continue with its existing approach of using “top in-market creative agencies to develop local platforms” within Heineken’s global positioning, and for “top-spin activities” to support the global campaigns.
The move comes two weeks after the company ended its global ad contract with Wieden+Kennedy (W+K), its creative agency of five years. In a statement then, Heineken announced that both it and the agency had reached an agreement to terminate its global ad contract for Heineken and Desperados brands.
Jan Derck van Karnebeek, chief commercial officer, Heineken, said: “We are delighted to be extending our relationship with Publicis. Over the last two years, the team has produced exceptional results for Heineken, especially the responsible consumption and Dream Island campaign. The team has consistently demonstrated a strong understanding of the strategic direction of the brand and we have been enormously impressed by their strong creative ideas and innovative approach.
He added that the company also enjoys a “strong cultural fit” with the Publicis team.
Arthur Sadoun, CEO Publicis Worldwide, said: “Heineken is one of the most iconic brands in the world with incredibly brave and creative leadership. Expanding our relationship with Heineken to a global level is an honour and testament to the strong projects and work we have been creating together. We’re looking forward to driving the brand and its business forward as a team.”