Dive Brief:
- Heineken will be honored as Creative Marketer of the Year at the Cannes Lion International Festival of Creativity in June.
- Past honorees include McDonalds, Coca-Cola, and Mars.
- According to CEO Philip Thomas, the beer brand has a framework in place that allows its marketers to experiment on things like its 15-second film based on a tweet, an Instagram campaign for Gay Pride month, and mobile-only campaign for its beer-tequila brand.
Dive Insight:
It's a high honor of Heineken to be recognized are marketer of the year by Cannes. There's a lot of stiff competition and the brand is now among some heavy hitters in the past winners circle. What's important to note is that Heineken's success hinges on the freedom it gives marketers to experiment. Often brands get caught up in playing it safe and miss out on opportunities to do great things.
