Westchester Reporter

Hiroshi Igarashi, President and Global CEO of Japanese advertising giant Dentsu Group Inc., said the company's new global media deal with Heineken is an example of a partnership that creates "synergies that benefit clients, employees, and shareholders."

Heineken USA is headquartered in White Plains, N.Y.

“Partnerships are not just about financial transactions but about creating synergies that benefit clients, employees, and shareholders alike," said Igarashi. "This principle is at the core of the One Dentsu model, which is not just about consolidating assets but about ensuring a truly unified, client-centric approach."

"The role of leadership in this transformation cannot be overstated," Igarashi said. "While I have driven the vision of One dentsu, our Deputy Global Chief Operating Officer, Takeshi Sano, has played an instrumental role in ensuring that this vision is not just aspirational but operationalized effectively.”

Heineken has decided to extend its global media relationship with dentsu for an additional two years. This extension continues a partnership that began eight years ago, involving significant media investment across 100 markets, including Mexico, Brazil, the UK, Italy, Germany, Spain, The Netherlands, South Africa, Nigeria, Vietnam, and India.

Dentsu was added to Heineken's global media agency roster in 2016 and became a key partner following a global media consolidation in 2021. Dentsu has played a crucial role in Heineken's digital transformation by increasing the use of data and technology within its global media strategy.

The collaboration between the two companies has seen the deployment of new integrated operating models that support Heineken's wide geographical reach and international growth brands. These efforts aim to enhance consumer connections during what is being referred to as the algorithmic era. Dentsu will also assist Heineken in launching an innovative media value proposition focused on digital media.

Olya Dyachuk, Global Media & Data Director at Heineken, said: "We’ve enjoyed a deepening relationship with dentsu over the last several years... As the world moves into the algorithmic era... we’re proud to continue our partnership with dentsu on this journey."

Dentsu's initial services for Heineken were centered around media support but have since expanded to include CX production and creative support services. Will Swayne, Global Practice President – Media at dentsu commented: "This re-commitment between dentsu and HEINEKEN will take us through to a decade-long partnership... When I talk to people about dentsu’s client promise of innovating to impact, our journey with HEINEKEN is always front of mind and we’re looking forward to taking it to a new level."

Founded in 1901, Tokyo-based Dentsu is a global advertising and public relations company that operates across media, creative, and digital sectors, providing marketing and communications services to clients worldwide.