HEINEKEN renews media business with FIRST MEDIA RED STAR INTERNATIONAL
By Ralph Tathagata
FIRST MEDIA RED STAR INTERNATIONAL, a division of MediaFuse-Dentsu International, will continue to retain its HEINEKEN business based on outstanding performances over the years, as dentsu announced that the world’s most international brewer has extended its global media relationship with the global network.
The continuation of this eight-year relationship with the new two-year contract will witness dentsu representing HEINEKEN across 100 markets including Mexico, Brazil, UK, Italy, Germany, Spain, The Netherlands, South Africa, Nigeria, Vietnam and India among numerous others.
Emeka Okeke, Group CEO, Media Fuse dentsu Nigeria, in an exclusive chat with MARKETING EDGE, described the renewal as a confirmation of the innovative agency’s creative performance.
Commenting on the renewal, Olya Dyachuk, Global Media & Data Director, HEINEKEN, said,
“We’ve enjoyed a deepening relationship with dentsu over the last several years, as HEINEKEN’s approach to global media has evolved, bringing innovation and new ideas to support our global growth.
“As the world moves into the algorithmic era, finding new ways to reach and engage consumers, drive relevance and stand out from the pack will be critical, and we’re proud to continue our partnership with dentsu on this journey.”
On his part, Will Swayne, Global Practice President – Media, dentsu, said, “This re-commitment between dentsu and HEINEKEN will take us through to a decade-long partnership which has been marked by delivering outcomes, innovation and collaboration between our combined teams and partners.
“We have always driven one another to find new areas of differentiation and distinctiveness while adapting to the seismic changes that have taken place across audiences, ultimately helping to support HEINEKEN’s global ambitions. When I talk to people about dentsu’s client promise of innovating to impact, our journey with HEINEKEN is always front of mind and we’re looking forward to taking it to a new level.”
Having been selected to HEINEKEN’s global media agency roster in 2016, dentsu has consistently proven to be a trusted integrated growth partner following global media consolidation in 2021.
It would also be recalled that Dentsu has supported HEINEKEN through its digital transformation journey, significantly increasing its use of data and technology, and ultimately elevating digital to a central role in its global media strategy.
Dentsu’s initial offering for HEINEKEN was primarily focused on media support, but has expanded to include CX production and creative support services, in line with demand from HEINEKEN’s local and regional teams around the world.
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