Heineken has signed a groundbreaking advertising agreement with internet giant Google.
The deal – the first of its kind between the search engine and a consumer goods company – will give the Dutch brewer access to Google’s vast wealth of user data.
In return, Heineken will spend a guaranteed amount on digital advertising, including on YouTube, the video-sharing site Google acquired in 2006.
Heineken chief commercial officer Alexis Nasard told the Financial Times the deal would give Heineken a “competitive advantage”.
“This is a first attempt in a journey of collaborating with key sources of knowledge in a field that is changing quickly. Google knows their media better than anyone else and has access to an immense source of information. The expertise they bring is unique.”
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