Publicis Groupe brings Le Pub to Asia with SG office servicing Heineken

Publicis Groupe's creative business Le Pub will expand to service Heineken globally in its major markets with new offices in Singapore, Sao Paulo, Mexico City, Cape Town and Shanghai. According to a statement by Publicis, Le Pub will begin operations in Mexico and Brazil effective immediately, and will roll out in Singapore, China and South Africa within the next two months. 

Le Pub was first launched in 1 January 2021, to deliver best in-class consumer experiences, drive sales and give Heineken a sustainable competitive advantage. Under the leadership of Bruno Bertelli (pictured), global CEO of Le Pub and CCO of Publicis Worldwide, Le Pub has since worked with brands such as Netflix, Powerade, Diesel and Barilla. 

Bertelli said that Le Pub is born out of an eclectic community of people, who thrive on connecting creativity with culture and we are excited to see its organic growth globally. "We live in a world where the interaction with brands and the path to purchase is seamlessly integrated into our everyday experiences. In a cookie-less world, brands have to enrich people’s lives to be accepted into everyday culture and this is where creativity is critical to add a premium value to clients," he added.

Le Pub Mexico will be led by CCO Diego Wallach, alongside Isabella Mulholland, chief security officer. Wallach was a creative leader behind Le Pub and Powerade’s Pause is Power work. Meanwhile, Le Pub Brazil’s leadership line-up includes Felipe Cury as CCO, Ana Hernandes as MD and Silvia Paes as head of strategy. 

Bram Westenbrink, global head of Heineken brand, said that Le Pub has helped further its relevance and topicality over the last 18 months. "Its expansion will drive further impact across more of our key markets; ensuring a proven data model combined with world class creativity that powers campaign localisation at scale," he added.

Recently, Heineken worked with Le Pub to roll out a global campaign featuring a bottle opener that instantly shuts down all work appliances when a bottle of Heineken is opened. The video titled "The Closer" seeks to address growing work-life imbalance faced by many workers, and inspire them to stop overworking. Dramatised in the campaign film as the antidote to the increasing demands of workers' always-on work culture, the brand said then that "The Closer" bottle opener is a symbol for the power every worker has to rest at the end of the day. The creative concept for "The Closer" campaign came about from the increased demands placed on its vast workforce, Heineken said. The brand added that the campaign was created to spark conservation, as well as empower its own employees. 

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