Watch: Heineken’s mission to make every pound of media spend drive growth

At The Future of Brands last month, Olya Dyachuk, data-driven media director at Heineken, was joined on stage by Kimberley Berkin, client managing director at Dentsu x, to discuss the partnership and how collaboration works in practice across planning, creative, people, thought leadership and company culture.

Heineken is on a mission to be leaders on the environment, social sustainability and responsible consumption. Partnering on media in the UK with Dentsu x over three years, the leading brewer’s commitment to this mission is combined with a passion to drive better marketing through a data-driven approach.

The ultimate goal? With every pound of media investment spent, achieve more business growth, and have a greater impact on society.

Content:

• What is the theory behind Heineken’s mission, and how are the team approaching this mission in practice?
• How can collaboration break down silos – from media planning, creative and advertising production, the talent working on the campaigns and the culture connecting the businesses?
• How important is robust data, test-and-learn strategies and measurement in managing societal impact?
• How impactful has the mission to be leaders on environment, social sustainability and responsible consumption been on business results, and what media strategy learnings can marketers at the world’s leading brands take away?