Heineken’s Below the Line Creative Excellence

Below-the-line marketing is often the final chance to ensure the shopper chooses YOUR brand. But despite its importance, it’s a struggle to align on BTL investment priorities, best practices, and the measures for creative excellence. Learn about Heineken’s 4-phase approach to systematize below-the-line creative excellence and the key steps along their journey.
 
Understand the global opportunity identified by Heineken’s Strategic Insights group, how they established and deployed the standards for excellence, and how Heineken measures creative excellence and systemically grows the skill of the organization.