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How does The HEINEKEN Company systematize below-the-line creative excellence? Hear from Lalo Luna, Heineken’s Global Strategic Insight Leader, on how Heineken established and deployed standards for excellence, and how they use SellCheck, Inc. to help measure creative excellence.

How does The HEINEKEN Company systematize below-the-line creative excellence? Hear from Lalo Luna, Heineken’s Global Strategic Insight Leader, on how Heineken established and deployed standards for excellence, and how they use SellCheck, Inc. to help measure creative excellence.

The Coca-Cola Company 's "It's Magic When the World Comes Together" is a masterstroke in Olympic advertising. This campaign not only captures the spirit of unity but also reinforces Coca-Cola's global brand identity. 🥇 For agencies, there's a lot to unpack here: the power of emotional storytelling, the importance of cultural relevance, and the art of aligning brand values with a global event. Watch the ad here ⬇️ #CocaCola #Paris2024 #Olympics #Marketing #BrandBuilding #Advertising

the best way to bridge political divides, make people consider different points of view, etc. - make them watch this ad. did it increase sales in the short term? probably. maybe not as much as a price promo though. should the price promo have been executed instead and the hassle of making this avoided?

Remember the Macarena? 🕺💃 Back in 2002, Heineken took this iconic dance and gave it a twist that still has people talking. The energy, the nostalgia, the sense of fun—it’s all there. This ad was more than just a commercial; it was a moment 💫 . Heineken tapped into nostalgia, showing how simple joys unite us. What’s your favorite ad that still sticks with you? Let’s talk about the power of nostalgia in marketing. 🍻 #branding #advertising #nostalgia #marketing

#Dooh-better… Here is a great example of just that. We took an existing asset of a creative, beautifully stylized with Cuban hazy notes and cool environments—a true classic for the brand. Give it to us, and we elevate it. We drive the attention to the message, a perfect example of adding ad-tech to your existing #campaign. We didn’t mess with it or change its narrative; we just got people looking at it. That’s ad-tech, and that simply is #3rock. #AdTech #dooh #DigitalMarketing #ProgrammaticAdvertising #3DAdvertising #AttentionEconomy #InnovationInAdvertising #MarketingInnovation #OOHAdvertising #CreativeTech #3rock #3rockar #3rockglobal #aradvertising #3Ddooh #webar #playdooh #advertising #ooh https://lnkd.in/eycBjRrZ

Should the product always be the hero of their ad films? 🤔 This has been a recurring question during both the brief and creative concept evaluation stage. While there's a persistent debate to make the product the star of every ad, couple recent campaigns are proving otherwise. Take Heineken's International Beer Day spot, for instance. Creatively while the glass is the centre of each frame, the focus of the narrative is shifted from the beer to the joy of shared moments, thereby creating a truly resonant ad. It's a bold move that reminds us that the best part of enjoying a beer might not be the beer itself, but the connections it fosters.  This ad reminds me of the latest Coke ad, which also highlighted the importance of human connections over product consumption. By emphasising on the message that “there are more important things to hold on to”, the spot evoked strong emotional responses and created a lasting impression. Both the ads play back to back. In advertising, emotions drive action and campaigns that elicit an intense emotional response & rapid brand recognition, increase attention & build stronger memory structures significantly boosting ad recall. Thoughts? #advertising #branding #marketing #emotionalconnection #consumerinsights #Heineken #coke

Featuring the film’s stars Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine), the campaign shows fans how The HEINEKEN Company's Heineken Silver is the perfect bridge to help resolve the bitterness amidst the iconic feud between the two characters. Talking about the campaign, Jonnie Cahill, chief marketing officer at Heineken USA, said, “We are thrilled with the opportunity to continue building our presence within the Marvel Cinematic Universe. This team-up will give viewers a special opportunity to see Deadpool and Wolverine set aside their differences over a beer, which is what Heineken Silver is all about – rising above bitterness to come together over a world-class beer.” Bruno Bertelli, global CEO LePub, CCO Publicis Worldwide, also added, “The campaign’s creative plays on an unexpected outcome, showing how even the most bitter of adversaries can find common ground over an iconic beer. With ‘All The Taste, No Bitter Endings’ we brought a twist to two rivals’ behaviour. The result is a campaign that defies expectations, leans into irony and hopefully puts a smile on your face.” #marketing #entertainment #campaign  ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Discover the latest trends in business communication, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

What’s our top takeaway from Cannes Lions 2024? Challenger Thinking is essential. Brands pushed the boundaries, took risks and tapped into their funny bones to break through the sea of sameness and challenge the status quo. Read Sarah Tilley's Cannes Lions 2024 Wrap Up to see how Challenger Thinking was rife at this year’s festival. https://lnkd.in/eQZr9Aku #CannesLions2024 #ChallengerMindset

For our next In-House Agency Leaders Club In-House Life online session on 3 September at 1pm we'll be speaking to Matthew Bull, Global Chief Creative Advisor to KraftHeinz and AB InBev. Here's what we'll be covering: *External vs in-house agencies How is the relationship between the two evolving? What does effective collaboration look like? Should internal agencies pitch against external ones? Is there a limit to the creative ambition of in-house teams? Should they be attempting to do it all? *Talent & culture What qualities do you look for in a creative leader for an in-house team? How is that different to a leader of an external agency? What are the advantages of being in-house for a creative director/ECD? Some people have called for in-house creative leaders to be in the C-suite as a CCO - can you see that happening? What advantage would it bring to a business? How important is it for in-house agencies to look, feel and behave differently from the rest of the company? Is there a danger that this creates too many barriers with colleagues and negates some of the advantages of being in-house? *The work If an in-house agency has the ambition to raise the standard of its creative work, where should it start? Talent? Relationships with stakeholders? Remit? What role do creative awards play for internal agencies? And we'll be taking questions from the audience too! Register via the link if you'd like to take part https://lnkd.in/eaqXRJYY