Dutch brewing group Heineken has extended its global media relationship with international agency network Dentsu for another two years, taking the partnership into a full decade.

The updated deal will see substantial media investment made across a range of key markets in Africa, Asia, Europe and South America. First appointed to Heineken’s global media agency roster in 2016, Dentsu was able to consolidate the beer brand’s media accounts in 2021 and has supported it through its digital transformation journey.

“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,” Heineken global media and data director, Olya Dyachuk said.

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Initially focused primarily on delivering media support, the Japanese group’s involvement with the business has since extended to include CX production and creative support services.

Dentsu media global practice president, Will Swayne added: “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.