The brewer “lives and breathes creativity throughout its organization, and has a superb framework that allows its marketing teams the freedom to experiment while retaining the core essence of their many brand.” [Philip Thomas, CEO of Lions Festivals]

In the last three years, six of Heineken’s brands have won 41 Cannes Lions across 7 countries including a coveted Grand Prix in Creative Effectiveness.

Heineken will be awarded 2015 Creative Marketer of the Year by Cannes Lions International Festival of Creativity. It will become the second client only to have won the award twice since it was introduced in 1992, having previously won it in 1995.”
“Creative Marketer of the Year at Cannes Lions is awarded to a company who is breaking the boundaries of creativity and who truly believes that creativity drives business and can improve the state of the world,” Philip Thomas, chief executive officer of Lions Festivals noted.

Alexis Nasard, Heineken president Western Europe & global chief marketing officer, commented, “Creativity is a great competitive advantage to have because it is hard to replicate. It is at the heart of great design and marketing programmes, as well as innovation. These are the lifeblood of our business. This prestigious award is recognition of the great creative work our people and agencies are delivering. Award winning campaigns help build the business disproportionately. They also build confidence and help attract and keep the best people. The purpose of Heineken is to continually wow the world with our brands, people and performance. This award shows that we are doing just that.”

In 2013 Heineken took home the Cannes Lions Creative Effectiveness Grand Prix for Heineken’s Legendary Journey: Justifying a Premium the World Over. The Creative Effectiveness category celebrates award winning creativity with a proven business impact and according to Philip Thomas, “represents what brands are really looking for – creativity that amplifies their message and increases the power of what they create.”

Other recent Cannes award winning brands include:

Dos Equis, whose ongoing campaign (since 2009) is Most Interesting Man in the World.

Newcastle Brown Ale, whose w all-digital No Bollocks campaign by Droga5 features spoofs on common beer advertising techniques like over-the-top Super Bowl ads and blatant patriotic appeals.

Tui Beer, whose campaign Beer Plumber by Saatchi & Saatchi, filled a showcase with awards and shortlists this year.

Heineken launched the Global Commerce University, its mandatory learning programme, run by industry professionals and academics, which all Heineken marketing executives, sales executives and general managers must attend and pass.

It streamlined its agencies to create one global lead agency for the Heineken brand, Wieden + Kennedy, to ensure consistency across its global campaigns.

According to OneEquity, Heineken is the highest rated beer brand equity in the world, showing 5.3% YTD growth at Q3 2014, with strong a performance across all regions.