Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
The Covid-19 pandemic introduced a myriad of complex issues for brands, forcing them to grapple with their purpose and relevance during a global crisis. The circumstances led Bram Westenbrink, global senior director at Heineken, to issue what he calls “the hardest brief ever given in my life.”
Realizing the brand needed to show up differently for people, Westenbrink’s brief was: “How can we create something of value for our partners that works for the bars, brand and consumers?”
Heineken’s agency, Publicis Italy, answered that question with “acts, not ads,” says Westenbrink.