HEINEKEN has appointed a new global marketing agency structure as the company moves into the next phase of its EverGreen 2030 growth strategy.
The Amsterdam-based brewer said the new agency ecosystem will support its global and power brands portfolio, with a stronger focus on creative scale, operational efficiency, and marketing consistency across international markets.
The company confirmed that dentsu will continue handling global media operations, while Publicis remains responsible for global secondary production. HEINEKEN also consolidated its global creative agency roster around three major holding groups: Publicis, WPP, and Stagwell.
The Heineken brand itself was not included in the review process and will continue to remain under Publicis.
According to the company, the updated structure will support brands including Amstel, Birra Moretti, Desperados, Tiger, and selected regional power brands across multiple international markets.
HEINEKEN said the transition to the new model will begin immediately through a phased rollout aligned with brand planning cycles.
The company described the move as part of its broader “Freddyai Commercial transformation,” aimed at building a more streamlined and future-focused commercial structure.
Why it matters
Global FMCG suppliers are increasingly restructuring marketing and media operations to improve efficiency, brand consistency, and AI-driven campaign execution across markets.
For beverage suppliers operating across supermarket, convenience, and wholesale channels, stronger centralized marketing systems can directly influence product visibility, consumer engagement, and international brand positioning.
The move also reflects a wider shift across global FMCG companies toward fewer large agency partnerships capable of handling creative, production, and media functions at scale.
HEINEKEN remains one of the world’s largest beer suppliers, operating across more than 70 countries with a portfolio of over 340 beer and cider brands.
The company said the new agency model is designed to support long-term brand investment and faster execution across global and local markets.
