Heineken, IBM and Coca-Cola: Client views from the 2013 Cannes Lions

Joseph Clift, David Tiltman and Imaad Ahmed

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Brand owners of all sizes were present and correct at the 2013 Cannes Lions International Festival of Creativity, with many discussing their latest marketing strategies, as well as recent successful ad campaigns, from the conference stage.

As ever, client/agency relationships were a major theme. But new ways of analysing and segmenting customers, and a focus on cause-related marketing, were also detectable trends across the week's presentations.


Jean-Francois van Boxmeer, chairman and CEO of alcoholic drinks group Heineken, offered his own view of how large companies should deal with their marketing operations. The brand was one of the big winners at this year's Lions, with "Legendary Journey", from W+K Amsterdam, taking the Creative Effectiveness Grand Prix and receiving praise for its ability to execute a great idea across multiple markets.