02:35 – Origins of creative effectiveness at Heineken 06:14 – Who leads the agenda of creative effectiveness in the organisation? 10:13 – How do you localise your approach? 12:04 – How do you measure your ads on effectiveness? 14:10 – Thoughts on MMM and econometrics. 17:39 – The Heineken Creative Ladder 23:00 – Pre-testing at Heineken. 25:53 – Agency relationships. 27:53 – Briefing your agency.30:03 – How do you celebrate wins throughout the organisation?...
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