HEINEKEN has unveiled a major restructuring of its global marketing agency ecosystem, retaining dentsu for worldwide media responsibilities while also renewing Publicis Groupe’s role in global secondary production as part of a broader transformation drive aimed at accelerating brand growth, operational efficiency and creative consistency across markets.

The latest development followed an extensive global agency review process that saw the brewing giant streamline its creative, media and production partnerships under a leaner and more strategically aligned structure.

Consequently, HEINEKEN consolidated its global creative operations around three major holding groups namely Publicis, WPP and Stagwell, a move designed to deepen collaboration, improve agility and strengthen execution across its international portfolio.

Importantly, the review did not affect creative responsibilities for the Heineken brand itself, which will continue to remain under Publicis.

Speaking on the restructuring, HEINEKEN’s Chief Commercial Officer, Bram Westenbrink, described the shift as a critical component of the company’s EverGreen 2030 Growth Strategy and its broader commercial transformation agenda.

According to him, the company is deliberately moving toward “fewer, bigger and stronger” agency partnerships capable of delivering sharper creativity, faster execution and stronger operational coordination across multiple regions.

Furthermore, he explained that the revised structure would support key international brands including Amstel, Birra Moretti, Desperados and Tiger, alongside selected priority local brands, through more integrated strategic partnerships capable of driving scalable growth and stronger market consistency.

Similarly, Senior Director, Global Brand Impact and Growth Transformation at HEINEKEN, Jorn Socquet, stated that the new agency ecosystem would help the company build more distinctive brands while simultaneously improving speed, collaboration and efficiency across campaigns and production processes.

He added that the refreshed model creates stronger alignment between strategic thinking, creativity and execution, thereby enabling the company to respond faster to changing consumer expectations and evolving market realities.

At the same time, HEINEKEN acknowledged the contribution of participating agencies involved in the review process, commending the quality of creativity, strategic thinking and talent demonstrated throughout the competitive exercise.

Meanwhile, implementation of the new agency structure has already commenced and will continue in phases across brand planning cycles to ensure business continuity and smooth market transition globally.

The latest agency realignment further reinforces HEINEKEN’s broader commitment to long term brand investment, marketing innovation and the development of a more connected global communications ecosystem capable of sustaining growth across increasingly competitive consumer markets.