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Publicis Worldwide will assume lead global creative responsibilities for the Heineken brand, following the split between the world's third-largest brewer and Wieden + Kennedy two weeks ago.
The Publicis Groupe network has been one of Heineken's roster shops, producing ads like the Dream Island campaign. The change, effective July 1, comes without a review, and Publicis will continue to work alongside other current Heineken agencies.
"The [Publicis] team has consistently demonstrated a strong understanding of the strategic direction of the brand, and we have been enormously impressed by their strong creative ideas and innovative approach," Jan Derck van Karnebeek, Heineken chief commercial officer, said in a statement about the switch.
Publicis takes over top creative responsibilities at a time when Heineken NV's flagship brand is enjoying a global upswing: In the first quarter Heineken's volume among international premium beers rose 6.2