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...