Dutch drinks brand Heineken has selected creative agency WPP as its global shopper marketing and commerce partner.
The partnership includes the global development of below-the-line marketing activities and will focus on creating brand experiences using WPP Open, the agency’s AI operating system.
Rutger van der Stegen, global head of BTL Heineken brand, said: “We were impressed by WPP’s deep capabilities in shopper marketing, including their ability to drive higher efficiencies through WPP Open, underpinned by advanced AI.
“In addition, WPP’s creativity and deep understanding of the Heineken brand makes them the right partner to increase the impact of shopper touchpoints in our marketing mix, strengthening connections with consumers and drive sustainable growth.”
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WPP has appointed a dedicated team to manage the account, which will be led by VML Amsterdam.
The team will develop integrated shopper experiences centred around Heineken’s sponsorships, including Formula 1 and the UEFA Champions League.
Rogier Leliveld, chief client officer for WPP in the Netherlands and WPP Global client lead for Heineken, added: “We could not be prouder to expand our partnership with Heineken, and leverage WPP Open’s AI capabilities to create world-class experiences for its brands.
“Commerce and shopper experience are such important drivers of brand power and sales in this category, which makes this opportunity even more exciting. It also allows us to build on our longstanding brand strategy and design partnership with Heineken. With the added excitement of UEFA Champions League and F1, the potential of this partnership is tremendous.”
