Heineken Selects WPP as Global Shopper Marketing & Commerce Partner

Heineken® has appointed WPP as its global shopper marketing and commerce partner, strengthening their long-standing collaboration. This partnership covers Heineken’s iconic portfolio, including Heineken®, Heineken® 0.0, and Heineken® Silver, and highlights WPP’s expertise in AI-driven marketing solutions.

With a dedicated team led by VML Amsterdam, WPP will enhance below-the-line marketing strategies, creating distinctive brand experiences across key touchpoints. Leveraging WPP Open, its AI-powered marketing platform, the team will develop integrated brand and commerce solutions to elevate Heineken’s presence in retail, in-store, and ecommerce environments.

Transforming Shopper Experiences

The partnership aims to optimize Heineken’s in-store and in-bar brand visibility, ensuring compelling retail activations and ecommerce strategies that drive consumer engagement. Additionally, WPP will design immersive shopper experiences connected to Heineken’s major sponsorships, such as Formula 1, the UEFA Champions League, and live music events. As a result, these initiatives will strengthen Heineken’s brand affinity, delivering memorable moments for fans and shoppers worldwide.

Operating from WPP’s Amsterdam Campus, the team will work closely with Heineken’s global division.

Building on a Strong Partnership

WPP and Heineken share a history of successful collaboration. Ogilvy supports multiple Heineken brands worldwide; moreover, it plays a significant role in key markets such as Brazil, Spain, and Mexico. Likewise, Design Bridge and Partners has been instrumental in branding and design, particularly contributing to Heineken’s 150-year anniversary campaign.

Leadership Perspectives on the Partnership

Rutger van der Stegen, Global Head of BTL Heineken Brand, expressed confidence in WPP’s expertise:

“WPP’s deep understanding of shopper marketing and their AI-driven efficiency through WPP Open impressed us. Their creative approach and strong grasp of the Heineken® brand make them the ideal partner to enhance our consumer touchpoints and drive sustainable growth.”

Rogier Leliveld, Chief Client Officer for WPP Netherlands and WPP Global Client Lead for HEINEKEN,

“We are proud to extend our partnership with Heineken® and utilize WPP Open’s AI capabilities to craft world-class brand experiences. shopper experience and commerce play a critical role in brand power and sales, making this partnership incredibly exciting. Moreover, integrating Heineken’s brand with the UEFA Champions League and Formula 1 sponsorships further enhances its potential.

Looking Ahead

With WPP’s innovative AI-powered strategies and Heineken’s global reach, this partnership is set to redefine shopper marketing and commerce experiences. By blending creative storytelling with data-driven insights, Heineken continues to strengthen its connection with consumers.