How Heineken USA is tackling “walled gardens”

Stephen Whiteside

Heineken USA, the brewing group, is seeking to meet the challenges that “walled gardens” pose to brands that are seeking to connect with consumers in the digital ecosystem.

Ron Amram believes a digital "power shift" has benefited keepers of "walled gardens" while leaving marketers at a disadvantage.

Ron Amram, VP/Media, Heineken USA

"It starts with the fact that you have a handful of companies that are so powerful now that they don't have to necessarily play ball with advertisers in a way that most other sellers or media properties across the world do," said Amram, who has served as ‎Heineken USA's VP/Media for more than six years.

"Right now, there's not a balance," he explained to delegates at CES 2018, an event held by the Consumer Technology Association...

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