Post by account_disabled on Jan 9, 2024 4:06:37 GMT
The Dutch brewing group Heineken has decided to put itself on the arm of a new-generation agency model. Together with Publicis Groupe, the company will launch a new unit named “Le Pub” that will be responsible for managing Heineken's creativity throughout the globe. This new agency tailored to the needs of Heineken will have its headquarters in Amsterdam , although it will also have offices in Milan. For its part, Heineken's global media account has been awarded to the Dentsu agency. The “Le Pub” team will include staff from Publicis (which until now supervised Heineken's advertising account) and also from sister agencies Epsilon and Publicis Sapient.
At the helm of the “Le Pub” team will be CEO Bruno Bertelli , who is also global creative director of Publicis Worldwide. The new agency will officially begin working for the Netherlands-based company on Email Data January 1, 2021. Heineken awards Publicis its global advertising account and puts its media account in the hands of Dentsu Thanks to the new agency model adopted by Heineken, the company hopes to achieve greater agility, diligence and centralization in its creative efforts (which will later be adapted to the different local markets in which it operates).
The changes emanating from the coronavirus crisis have influenced the commitment to this model , admits Bram Wesentenbrink, Global Senior Director of Heineken. And costs have also played an important role in the implementation of the new agency model. When it comes to managing its global media account, Heineken has adopted the same approach and has decided to put it in the hands of a single agency: Dentsu. Until now Dentsu had led most of Heineken's global media efforts and from January 2021 will lead all of the brewing company's media buying and planning. Only in its native France will Publicis continue to lead Heineken's media account.
At the helm of the “Le Pub” team will be CEO Bruno Bertelli , who is also global creative director of Publicis Worldwide. The new agency will officially begin working for the Netherlands-based company on Email Data January 1, 2021. Heineken awards Publicis its global advertising account and puts its media account in the hands of Dentsu Thanks to the new agency model adopted by Heineken, the company hopes to achieve greater agility, diligence and centralization in its creative efforts (which will later be adapted to the different local markets in which it operates).
The changes emanating from the coronavirus crisis have influenced the commitment to this model , admits Bram Wesentenbrink, Global Senior Director of Heineken. And costs have also played an important role in the implementation of the new agency model. When it comes to managing its global media account, Heineken has adopted the same approach and has decided to put it in the hands of a single agency: Dentsu. Until now Dentsu had led most of Heineken's global media efforts and from January 2021 will lead all of the brewing company's media buying and planning. Only in its native France will Publicis continue to lead Heineken's media account.