WPP has broadened its brief with HEINEKEN to shopper marketing and commerce for the brewer’s brand portfolio.
The global advertising group says this expansion underscores WPP’s leadership in delivering AI-powered marketing solutions at scale.
The remit encompasses global development of below-the-line marketing activities, with a focus on creating brand experiences across key touchpoints.
A WPP team, led by VML Amsterdam, will leverage WPP Open, the company's AI-powered operating system, to deliver creative end-to-end brand experience and commerce solutions.
This includes working with the global Heineken team on enhancing creative in-store and in-bar brand presence, retail activations and ecommerce strategies.
The team, operating from WPP's Amsterdam Campus, also will focus on developing integrated shopper experiences around key sponsorships, including Formula 1, the UEFA Champions League, and live music events.
This builds upon WPP's existing relationship with HEINEKEN. Ogilvy supports brands across the HEINEKEN company portfolio globally and in markets such as Brazil, Spain and Mexico, while Design Bridge and Partners delivers branding and design work for HEINEKEN brands, including on the company's recent 150-year anniversary campaign.
“We wre impressed by WPP's deep capabilities in shopper marketing, including their ability to drive higher efficiencies through WPP Open, underpinned by advanced AI,” said Rutger van der Stegen, global head of BTL Heineken Brand.
“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.”
Rogier Leliveld, chief client officer for WPP in the Netherlands and WPP global client lead for HEINEKEN, said commerce and shopper experience are such important drivers of brand power and sales in this category.
“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.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.