Heineken Is Cannes’ Marketer of the Year

Past honorees include Coca-Cola and Mars

The Cannes Lions International Festival of Creativity will honor Heineken its Creative Marketer of the Year at the festival in June.

Past honorees include McDonald’s last year, Coca-Cola in 2013 and Mars in 2012.

The honor recognizes Heineken's past success at the festival. In the past three years, six of its brands have collectively won 41 Lions, including a Grand Prix in Creative Effectiveness. 

"[Heineken] has a superb framework that allows its marketing teams the freedom to experiment while retaining the core essence of their many brands,” said Philip Thomas, CEO of Lions Festivals.

And experiment it has. Throughout 2014, the Dutch beer giant made a 15-second film based on a tweet, ran an Instagram campaign for Gay Pride month, and trialed a mobile-only campaign for a new beer-tequila brand.

“This prestigious award is recognition of the great creative work our people and agencies are delivering,” said Alexis Nasard, Heineken's president of Western Europe and global chief marketing officer.

The brand's lead global agency is Wieden + Kennedy, which created this year’s “Cities of the World” campaign.

Heineken is the second-largest brewer globally by revenue, and claims to be the No. 1 beer brand on Facebook, according to a company fact sheet. It posted group revenue growth of 4.6 percent in the first half of the year, with beer volume up 3.1 percent.