HEINEKEN Shakes Up Global Marketing: New Agency Roster to Drive Brand Growth

HEINEKEN has announced the outcome of its global marketing agency ecosystem review, appointing a new roster of Creative, Production, and Media partners to accelerate the next phase of growth for its Global and Power Brands portfolio.

This marks a significant step in HEINEKEN’s EverGreen 2030 Growth Strategy and the ambition to build a more streamlined, effective, and future-fit agency model, designed to deliver greater creative impact, operational efficiency, and consistency at scale. Moving to fewer, better and bigger agency partners is part of the broader Freddy^ai Commercial transformation.

“Our new agency ecosystem is a key enabler of our ambition to build stronger, more distinctive brands at scale. By partnering with a smaller number of world-class agencies, we are creating the conditions for deeper collaboration, sharper strategic focus, and more impactful creativity.” – Jorn Socquet, Senior Director Global Brand Impact & Growth Transformation, HEINEKEN

The new model allows HEINEKEN to operate with greater speed and efficiency, ensuring high-quality work consistently across its global and local brand portfolio. The company expressed gratitude to all participating agencies for their commitment and highlighted the exceptional quality of thinking, creativity, and talent on display.

About HEINEKEN

HEINEKEN is the world's pioneering beer company, leading developer and marketer of premium and non-alcoholic beer and cider brands. With a portfolio of over 340 brands and 87,000 employees, the company is committed to innovation, long-term brand investment, and sustainability.