Dentsu has retained Heineken’s global media assignment after a formal review, the brewer confirmed. The company spends an estimated $550 million on media annually, according to agency research firm COMvergence.  

Heineken also consolidated its creative roster with three holding companies including Publicis, WPP and Stagwell. Creative for the flagship brand was not part of the review and remains with Publicis, which also was awarded a global production remit.  

According to the company, the new arrangement “ensures that Heineken’s global brands Amstel, Birra Moretti, Desperados, and Tiger, as well as selected priority local power brands, are supported by a focused set of strategic partners, enabling stronger brand building through deeper collaboration, and greater consistency and scalability across markets.” 

Incumbents were not identified, nor were specific creative agency assignments. 

“By partnering with a smaller number of world-class agencies, we are creating the conditions for deeper collaboration, sharper strategic focus, and more impactful creativity,” stated Jorn Socquet, senior director global brand impact & growth transformation, Heineken. “At the same time, this model allows us to operate with greater speed and efficiency, ensuring we can deliver high-quality work consistently across our global and local brand portfolio.”