The new brew: Why Heineken is going digital and rewriting the rules on risk

This event report looks at how beer brand Heineken is shifting more spending into digital as it seeks to achieve relevance of messaging in terms of person, location and timing of delivery.

The new brew: Why Heineken is going digital and rewriting the rules on risk

Jo Bowman

Consumers' ability to switch screens and switch off entirely from advertising messages that don't hit the spot will sort the best brands from the rest, a senior Heineken executive said at dmexco (Digital Marketing Exposition & Conference), held in Cologne in September 2015.

Søren Hagh, executive director, global marketing, said relevance of messaging – for the person, their location and the precise moment it is being delivered – was more important than ever before.

"There's no question, we're extremely excited about the world that's...

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