Heineken selects WPP as its global shopper marketing and commerce partner

WPP has been selected by Heineken as the brewer’s global shopper marketing and commerce partner for the Heineken brand portfolio, including Heineken, Heineken 0.0, and Heineken Silver.

The remit encompasses global development of below-the-line marketing activities, with a focus on creating substantially 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 designed for marketing transformation, to deliver a creative end-to-end brand experience and commerce solutions.

WPP will work with the global Heineken team to enhance its creative in-store and in-bar brand presence, retail activations and e-commerce strategies to drive sales and optimize the consumer journey. Additionally, the team will focus on developing integrated shopper experiences around key sponsorships, which include Formula One, the UEFA Champions League and live music events, with the goal of driving brand affinity and creating memorable shopper moments.

The brand recently released its Heineken Silver lager in the Canadian market.

Canada Soccer kicks off new AOR team-up with Zerotrillion

Canada Soccer has named Zerotrillion as its agency of record after a competitive RFP process. The aim of the partnership is to elevate Canada Soccer’s presence on the global stage and insert the sport into cultural conversations beyond the game as Canada prepares to play host to the 2026 FIFA World Cup alongside the U.S. and Mexico.

Zerotrillion will work alongside Canada Soccer’s communications and content team to develop and execute comprehensive creative and public-relations strategies with a focus on securing global media coverage, creating cultural collaboration and shaping narratives that highlight Canada Soccer’s role at the intersection of sport, music, fashion and entertainment.

The agency’s scope of work with Canada Soccer will include strategic communications, media relations, content development, cultural partnerships, social and digital strategy and event activations.

Nature’s Path picks Citizen Relations as North American PR AOR

Organic food company Nature’s Path, the parent company of brands such as Que Pasa and Love Crunch, has selected Citizen Relations as its North American public relations agency of record.

After finding success in Canada, Nature’s Path is gearing up for a major U.S. market relaunch in 2025.

Citizen will lead the charge with integrated PR, experiential and creative strategy to amplify the company’s message: “Nature makes it good, we make it taste great.”

Citizen Relations tells strategy that it will activate its existing network of integrated teams across North America and assemble “PR, XM, creative, strategy and intelligence & insights to deliver a truly holistic and impactful solution for Nature’s Path.”