Publicis Italy Is Adweek's 2021 International Agency of the Year

The shop became a standout in the Publicis Groupe stable by creating culturally relevant work during a global crisis

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

The Covid-19 pandemic introduced a myriad of complex issues for brands, forcing them to grapple with their purpose and relevance during a global crisis. The circumstances led Bram Westenbrink, global senior director at Heineken, to issue what he calls “the hardest brief ever given in my life.”

Realizing the brand needed to show up differently for people, Westenbrink’s brief was: “How can we create something of value for our partners that works for the bars, brand and consumers?” 

Heineken’s agency, Publicis Italy, answered that question with “acts, not ads,” says Westenbrink.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the Dec. 6, 2021, issue of Adweek magazine. Click here to subscribe.