WPP has been selected by international brewer Heineken as its global shopper marketing and commerce partner. The assignment covers the flagship Heineken brand as well as sub-brands Heineken 0.0 and Heineken Silver.  

The assignment will be led by VML, which will leverage WPP Open, the company's AI-powered operating system, to deliver shopper experiences at scale. 

The remit includes global development of below-the-line (BTL) marketing activities, with a focus on creating brand experiences across key touchpoints. 

This includes creative in-store and in-bar brand presence, retail activations, and ecommerce strategies. It also includes developing shopper experiences around key sponsorships like Formula 1, the UEFA Champions League, and live music events.  

The work will be led out of WPP’s Amsterdam campus. 

The assignment marks an expansion of WPP’s relationship with Heineken. Ogilvy creatively supports brands across the company’s portfolio globally in markets like Brazil, Spain and Mexico, while Design Bridge and Partners delivers branding and design work including on the company's recent 150-year anniversary campaign. 

The appointment follows Heineken’s decision earlier this month to extend its ongoing global media services relationship with Dentsu for another two years. 

Rutger van der Stegen, global head of BTL Heineken Brand, said: “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.”