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.”
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This story first appeared in the Dec. 6, 2021, issue of Adweek magazine. Click here to subscribe.
