Seven lessons in creative effectiveness from the most valuable beer brand in the world

Global beer brand Heineken and agency Le Pub collaboratively worked to make Heineken the most valuable beer brand in the world, through consistent creativity and an openness to failure.

The most valuable beer brand in the world in 2023, according to Brand Finance, is Heineken. Valued at US$7.6bn, the green-bottled Dutch beer was also named the third most creative brand of the year at this year’s Cannes Lions festival, making it, as Heineken would tell you, the most valuable and creative beer brand in the world.

This was the response to the question “Does all of this work?”, proposed by Daniela Iebba, Heineken’s Director of Communications, at the end of her presentation on Heineken’s drive for creativity at Golden Drum Festival (Slovenia, October 2023). Accompanying Iebba was Mihnea Gheorghiu,...

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