Dentsu International has won the media buying and planning services remit for Heineken effective 1 January 2021 with 16 new markets, including Mexico, Poland, Russia, Hungary, and Ireland and 24 markets retained including Malaysia.
Dentsu Red Star, who currently hold the majority of Heineken global billings, will become the sole media agency as Heineken evolves its media operating model.
The move aims to maximise its global media investment to drive sustainable business growth. As a partner, dentsu will be implementing a future media model allowing Heineken to access more specialist capabilities and talent to accelerate the growth of its brands.
Dentsu’s C-Suite trusted partnership created with Heineken is firmly rooted in a track record of delivery and a relentless pursuit of media innovation, enabling Heineken to accelerate their individualised data driven marketing ambitions.
Peter Huijboom, CEO of Dentsu Media & Global Clients, announced, “We are thankful with Heineken’s decision to consolidate their global media services with dentsu. Over the last three years we have built a trusted partnership with Heineken, particularly in the acceleration of Heineken’s individualised data driven marketing ambitions.”
Nicky Lim, CEO Dentsu Malaysia (picture) says, “We are thrilled with the recent slate of huge wins for our global and key Malaysia teams. These wins are a result of collaboration across markets and specialisms, as we continue to champion meaningful progress for some of the world’s biggest brands.”