Heineken Taps WPP to Power Global Shopper Marketing and Commerce Strategy
Heineken has deepened its long-standing relationship with WPP, naming the global advertising and communications giant as its exclusive partner for shopper marketing and commerce across its flagship beer brands – Heineken, Heineken 0.0, and Heineken Silver.
The partnership marks a major milestone for both companies, positioning WPP at the heart of Heineken’s consumer engagement strategy as it looks to reimagine how its brands connect with shoppers in stores, bars, and online. At the center of the collaboration is WPP Open, the agency’s AI-powered marketing platform designed to streamline campaign development, enhance retail activations, and optimize consumer experiences at scale.
The newly formalized deal will see a dedicated WPP team, led by creative agency VML Amsterdam, working from the company’s Amsterdam Campus alongside Heineken’s global team. Together, they aim to elevate the brewery’s global marketing presence with a focus on innovation, creativity, and performance.
“This is an incredibly exciting opportunity to build on the strong foundation we’ve created with Heineken over the years,” said Rogier Leliveld, WPP’s Chief Client Officer in the Netherlands and Global Client Lead for the Heineken account. “Commerce and shopper experience are essential to building brand love and driving sales – and with the added thrill of partnerships like UEFA Champions League and Formula 1, the potential for powerful storytelling is huge.”
The scope of the collaboration extends beyond traditional in-store campaigns. WPP’s team will lead efforts to create seamless, high-impact shopper experiences around Heineken’s major global sponsorships, including premier football tournaments and music festivals – events where the brand is already a household name. The goal is not only to spark sales, but to deliver memorable moments that resonate with consumers around the world.
Heineken’s leadership says the decision to consolidate its shopper marketing and commerce efforts under WPP was driven by the agency’s ability to combine creative expertise with cutting-edge technology.
“We were impressed by WPP’s deep understanding of our brand and their advanced capabilities in shopper marketing,” said Rutger van der Stegen, Heineken’s Global Head of BTL (Below-the-Line) Marketing. “WPP Open brings a level of efficiency and intelligence that will help us strengthen our impact across touchpoints and fuel long-term growth.”
By embedding AI across every phase of execution – from campaign ideation to performance analysis – WPP is set to deliver a data-informed, emotionally resonant brand experience for one of the world’s most iconic brewers. For both parties, the partnership isn’t just about selling more beer – it’s about rewriting the rules of how marketing drives connection in a dynamic, fast-evolving world.
