• by Fern Siegel , June 13, 2022

The Le Pub agency, part of the Publicis Groupe, has expanded to Brazil, Mexico, South Africa, Singapore and China.

The agency, created in 2020, will work on the global Heineken account.

Le Pub Mexico, based in Mexico City, will be led by Chief Creative Officer Diego Wallach and Chief Strategy Officer Isabella Mulholland. Le Pub Brazil, based in Sau Paulo, will be led by CCO Felipe Cury, managing director Ana Heranndes and head of strategy Silvia Paes.

Singapore, Shanghai and Cape Town outposts are expected to open this summer.

Bram Westenbrink, global head of Heineken brand, stated: “Over the last 18 months, Le Pub has helped further Heineken’s relevance and topicality. Its expansion will drive further impact across more of our key markets, ensuring a proven data model combined with world class creativity that powers campaign localization at scale.”

Publicis saw organic growth of 16.8% in Latin America, almost twice that of North America.

Le Pub’s client roster also includes Coca-Cola, Diesel and Netflix.