Heineken extends global media partnership with dentsu

Heineken has extended its global media partnership with dentsu for an additional two years.

The renewed partnership will see dentsu representing Heineken in over 100 markets including Mexico, Brazil, the UK, Italy, Germany, Spain, The Netherlands, South Africa, Nigeria, Vietnam and India. 

Since their partnership began in 2016, dentsu has been supporting Heineken with its digital transformation. This includes enhancing the brewer's use of data and technology, and making digital media a vital part of its overall strategy. 

Don't miss: Bala Pomaleh takes on new role at Dentsu 

In addition, dentsu has deployed new integrated operating models supporting both the wide geographical reach of the Heineken business, as well as allowing Heineken’s international growth brands to accelerate their journey of building meaningful consumer connections.

As part of the extended partnership, dentsu will continue to support the brewer's business as it looks to further evolve its consumer experience strategy amongst the backdrop of the algorithmic era. In addition, the agency will be supporting Heineken's roll out of a world class and innovative media value proposition with a focus on digital media.

Dentsu’s initial offering for Heineken was primarily focused on media support, but has expanded to include CX production and creative support services, in line with demand from Heineken’s local and regional teams around the world.

“We’ve enjoyed a deepening relationship with dentsu over the last several years, as Heineken's approach to global media has evolved, bringing innovation and new ideas to support our global growth,” said Olya Dyachuk, global media and data director, Heineken.

“As the world moves into the algorithmic era, finding new ways to reach and engage consumers, drive relevance and stand out from the pack will be critical, and we’re proud to continue our partnership with dentsu on this journey," added Dyachuk. 

“This re-commitment between dentsu and Heineken will take us through to a decade-long partnership which has been marked by delivering outcomes, innovation and collaboration between our combined teams and partners,” said Will Swayne, global practice president, media, dentsu.

“We have always driven one another to find new areas of differentiation and distinctiveness while adapting to the seismic changes that have taken place across audiences, ultimately helping to support Heineken's global ambitions. 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," he added. 

Meanwhile, closer to home, dentsu Malaysia has strengthened its leadership with the appointment of Bala Pomaleh as CEO, media. With 20 years of management experience under his belt, Pomaleh returns to dentsu after close to nine years at IPG Mediabrands, where he was pivotal in establishing the network as its CEO. Prior to that, he was with Carat Malaysia, part of dentsu media brands, for four years.

According to the agency, Pomaleh’s appointment comes on the back of a strong 2025 kick off for dentsu Malaysia following a transformative year in 2024. The network is expected to further scale its journey of integration and innovation as it anchors its full leadership bench strength in the market led by Malaysia CEO Audrey Chong, and now bolstered by practice leaders such as Pomaleh, in his role as CEO, media, and Uday Desai, with his recent appointment as managing director, creative, dentsu Malaysia.

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