• by Joe Mandese  @mp_joemandese, March 13, 2025

International brewer Heineken this morning announced it has extended its ongoing global media services relationship with Dentsu for an another two years.

The assignment, which covers 100 markets including Mexico, Brazil, UK, Italy, Germany, Spain, The Netherlands, South Africa, Nigeria, Vietnam and India, follows a global media consolidation in 2021.

Dentsu originally joined Heineken's global media roster in 2016.

Heineken Global Media & Data Director Olya Dyachuk singled out Dentsu's approach to algorithmic media trading as a key factor in the continuing relationship, noting, “As the world moves into the algorithmic era, finding new ways to reach and engage consumers, drive relevance and stand out from the pack will be critical.” 

The company's noted that the account, which initially focused primarily on media, has now "expanded to include [customer experience] production and creative support services."