Heineken scoops Cannes Lions creative marketer accolade

Drinks brand Heineken has been announced as the winner of the creative marketer of the year gong at 2015's Cannes Lions.

Heineken's pop-up lounge was located in the Old Truman Brewery
Heineken's pop-up lounge was located in the Old Truman Brewery

Representatives from the company will collect the award at the 62nd edition of the festival in France, taking place on 21-27 June. Heineken was commended for its innovative method of global marketing, and the ways it has embraced and encouraged creativity in brand communications.

Phil Thomas, chief executive of Cannes Lions, said: "Heineken lives and breathes creativity throughout its organisation, and has a superb framework that allows its marketing teams the freedom to experiment while retaining the core essence of their many brands. It is testament to the company that in the last three years, six of its brands have won 41 lions across seven countries including a coveted Grand Prix in creative effectiveness.

"It is also a sign of how important creativity is culturally that they are only the second client to have won the award twice since we introduced it in 1992, having previously taken it home in 1995."

Alexis Nasard, Heineken president western Europe and global chief marketing officer, added: "Creativity is a great competitive advantage to have because it is hard to replicate.  It is at the heart of great design and marketing programmes, as well as innovation.  These are the lifeblood of our business 

"This prestigious award is recognition of the great creative work our people and agencies are delivering. The purpose of Heineken is to continually wow the world with our brands, people and performance. This award shows that we are doing just that." 

Heineken’s UK campaigns have focused heavily on consumer experiences in the past year. Its lager brand’s Open Your City campaign saw the brand host a number of events at Battersea Power Station throughout the summer, including a multi-sensory music performance and cinematic experience with Everyman Cinema, while it also celebrated London Design Festival with a pop-up lounge in September.

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