Credit: Heineken
Heineken is reshaping its global marketing model, launching a wide-ranging review of its media, production and creative agency partnerships as it looks to streamline operations and reduce fragmentation.
A Heineken spokesperson confirmed to AdNews the review covers global agencies only, with those partnerships applying across all markets due to the company’s international structure.
"This process will boost the effectiveness of our advertising investments and support sustainable growth," the spokesperson said.
"The end goal is to deliver, in line with Heineken's legacy of groundbreaking marketing, legendary creativity across our brands, partnering with world-class agencies and platforms to ensure our creative work is consistent, efficient, and impactful."
While the review is focused on global agency relationships, the brewer’s centrally managed model means any changes are likely to have flow-on effects across local markets, including Australia, where agency arrangements are typically influenced by global agreements.
"Locally, we remain 'business as usual' and wait for the global evaluation and guidance," the spokesperson said.
Media and production are being assessed together while creative is being reviewed on a parallel track, as Heineken looks to better integrate capabilities across disciplines and scale ideas more efficiently.
Heineken’s global media spend is estimated at $415 million, according to COMvergence.
Globally, dentsu holds the account across more than 100 markets in a partnership spanning a decade.
The network secured a two-year extension in March 2025, expanding its remit to include production and creative support services alongside media.
Creative duties for the Heineken brand sit with LePub, while Publicis Groupe also handles media in selected markets.
In Australia, the media account sits with UM, which has held the business since 2018 following its move from Zenith without a pitch.
The account is also managed locally via Lion, Heineken’s distribution partner in the market.
Although UM is not part of the global roster under review, Heineken’s model of appointing agencies at a global level means local markets are typically required to align with internationally selected partners.
No further comment was provided by Heineken.
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