Heineken Takes On Publicis Worldwide As Lead Creative Agency

The world’s most international brewer, HEINEKEN, hires Publicis Worldwide as its lead creative agency for its flagship beer brand, Heineken® after splitting up with Weiden & Kennedy!

The Dutch brewing giant, HEINEKEN is the leading developer and marketer of beer and cider brands. Since 2010, this brewing house has been working with Wieden & Kennedy on its high-profile brands such as Heineken, Heineken Light and Desperados. Weiden & Kennedy also played a key role in developing the ongoing ‘Legends’ campaign that managed to bag HEINEKEN the ‘Creative Marketer of the Year’ award at Cannes Lions last week.

Followed by HEINEKEN cutting ties with Wieden & Kennedy two weeks ago, HEINEKEN raised Publicis Worldwide to lead its creative endeavors, having worked successfully with Publicis Worldwide in some markets such as France and Italy in the past.

The brands existing approach to join forces with top creative agencies and produce work with local top-spin activities keeping in mind its global positioning will be continued. Publicis is to work with more than 10 agencies to further develop this model.

Jan Derck van Karnebeek, HEINEKEN’s chief commercial officer, said:

We enjoy a strong cultural fit with the Publicis team and are confident that this partnership will further build on the success we have enjoyed with recent Heineken® campaigns.

In an internal memo to staff, Arthur Sadoun, the chief executive of Publicis Worldwide, wrote:

Heineken is one of the most iconic brands in the world with incredibly brave and creative leadership. Expanding our relationship with Heineken to a global level is an honour and testament to the strong projects and work we have been creating together. We’re looking forward to driving the brand and its business forward as a team.

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