Heineken partners with WPP as global marketing, commerce shoppers
By Khairat Asokomhe
The multinational advertising and Public Relations company, WPP made an announcement on Monday that it has been selected by HEINEKEN as its global shopper marketing and commerce partner for the renowned Heineken brand portfolio, including Heineken, Heineken 0.0, and Heineken Silver.
With this, it would strengthen WPP’s partnership with Heineken and highlights its leadership in providing innovative, AI-driven marketing solutions on a large scale.
According to WPP report, it noted that the WPP team, led by VML Amsterdam, will leverage WPP Open, the company’s AI-powered operating system for marketing transformation, to deliver creative end-to-end brand experience and commerce solutions.
The report also stated that the WPP team will work from WPP’s Amsterdam Campus and partner closely with the global Heineken team to drive activations in Heineken’s major markets worldwide.
According to a statement, WPP assures that working with the global Heineken team will improve creative brand presence in-store and in-bar along with retail activations, and ecommerce strategies to boost sales and optimise the consumer experience.
Additionally, the team will prioritize creating integrated shopper experiences around major sponsorships, including Formula 1, the UEFA Champions League, and live music events, with the goal of enhancing brand affinity and delivering unforgettable moments for fans.
“We could not be prouder to expand our partnership with Heineken and leverage WPP Open’s AI capabilities to create world-class experiences for its brands.
Commerce and shopper experience are such important drivers of brand power and sales in this category, which makes this opportunity even more exciting.
It also allows us to build on our longstanding brand strategy and design partnership with Heineken.
With the added excitement of UEFA Champions League and F1, the potential of this partnership is tremendous”, Rogier Leliveld, Chief Client Officer for WPP in the Netherlands and WPP Global Client Lead for HEINEKEN, said.
According to Rutger van der Stegen, Global Head of BTL Heineken Brand, he stated that this partnership was built upon WPP’s established relationship with Heineken.
“We were impressed by WPP’s deep capabilities in shopper marketing, including their ability to drive higher efficiencies through WPP Open, underpinned by advanced AI.
In addition, WPP’s creativity and deep understanding of the Heineken brand makes them the right partner to increase the impact of shopper touchpoints in our marketing mix, strengthening connections with consumers and drive sustainable growth”, he said.
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