Heineken extends global media relationship with Dentsu for two more years

Heineken has extended its global media relationship with Dentsu following a closed internal process.

Dentsu has been working with Heineken for eight years, having been appointed to the account in 2016.

The network said the brand will be placing “substantial planned media investment” in a new two-year contract, which covers 100 markets including Cambodia, Indonesia, Malaysia, Singapore, Thailand, and Vietnam in Southeast Asia; and other key markets across the region including India, New Zealand, South Korea, and Taiwan. 

Outside of the above mandate, Heineken also works with Dentsu in Australia and China. 

Olya Dyachuk, global media and data director at 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.” 

Having supported the brand with its digital transformation, Dentsu’s brief is to focus on digital media to help the brand develop its consumer experience strategy.

Heineken owns the Amstel, Birra Moretti, Red Stripe and Strongbow brands, among others. 

Dentsu was initially appointed by the brand for media support, but that has expanded over the past eight years to include customer experience production and creative support services. 

Will Swayne, global practice president–media at Dentsu, said: “This recommitment 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.”