WPP has been selected as Heineken’s global shopper marketing and commerce partner, expanding their collaboration across the Heineken® brand portfolio, including Heineken® 0.0 and Heineken® Silver.
Led by VML Amsterdam, WPP will enhance in-store and in-bar brand presence, retail activations, and e-commerce strategies using its AI-powered WPP Open platform. The team will also create integrated shopper experiences around Heineken’s key sponsorships, such as Formula 1 and the UEFA Champions League.
Operating from WPP’s Amsterdam Campus, the partnership builds on WPP’s existing relationship with Heineken, with Ogilvy and Design Bridge already supporting branding and marketing efforts globally.
Heineken’s Global Head of BTL, Rutger van der Stegen, praised WPP’s AI-driven efficiency and creativity, while WPP’s Global Client Lead for Heineken, Rogier Leliveld, highlighted the opportunity to drive brand power and sales through shopper experiences.