The remit encompasses the global development of
below-the-line marketing activities, with a focus on creating meaningfully
differentiated brand experiences across key touchpoints. A dedicated WPP team,
led by VML Amsterdam, will leverage WPP Open, the company's AI-powered
operating system for marketing transformation, to deliver creative end-to-end
brand experience and commerce solutions, says WPP.
This includes working with the global Heineken team
on enhancing creative in-store and in-bar brand presence, retail
activations and e-commerce strategies to drive sales and optimise the consumer
journey. Additionally, the team will focus on developing integrated shopper
experiences around key sponsorships, including Formula 1, the UEFA Champions
League and live music events, driving brand affinity and creating memorable
shopper moments for fans, adds the company.
The WPP team says it will operate from WPP's Amsterdam
Campus and will collaborate closely with the global Heineken® team to drive
activations in Heineken®'s key markets across the globe.
This builds upon WPP's existing relationship
with Heineken®. Ogilvy supports brands across the Heineken® company portfolio
globally and in markets like 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, says WPP.
Rutger van der Stegen, Global Head of BTL Heineken
Brand, says, "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."
Rogier Leliveld, Chief Client Officer for WPP in
the Netherlands and WPP Global Client Lead for Heineken®, concludes, "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."
For more information, visit www.wpp.com. You can also follow WPP on Facebook, LinkedIn, X, or on Instagram.
*Image courtesy of contributor