Heineken Unveils New Agency Structure: Consolidates Media At Dentsu, Creative At 'Le Pub'

Heineken this morning unveiled a new agency structure, naming Dentsu's Red Star its sole media agency of record and unveiling a new creative agency model dubbed "Le Pub," which will be handled by an array of Publicis Groupe shops.

For Dentsu, the structure represents a consolidation of all of Heineken's media planning and buying services effective Jan. 1,  with the exception of France, where Publicis Groupe will retain media duties as part of the new structure, which will pool Publicis' creative teams across Amsterdam and Milan, which Heineken said will be "powered by Epsilon and Publicis Sapient."

Heineken Global Senior Director Bram Westenbrink said the new agency structure was conceived as part of the beer marketer's response to the COVID-19 pandemic (see image from its #SocialiseResponsibly campaign above).

“The global pandemic meant we had to pivot and work differently, which is what inspired us to design this new model," Westenbrink explained in a statement, adding: "The partnership with Publicis will help us to drive growth, giving Heineken a sustainable competitive advantage. We are excited to get started.”



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