Heineken is picking up the creative marketer of the year award at this year’s Cannes Lions Festival for the second time.
The brand’s senior director of the global Heineken brand Gianluca Di Tondo talks about how it makes creativity part of the brand and nurtures upcoming talent.
Heineken is only the second company to be awarded the top brand honour at Cannes twice. The Festival’s chief executive, Philip Thomas, says the award recognises how Heineken is “breaking the boundaries of creativity” and proves that the company “truly believes that creativity drives business and can improve the state of the world”.
“Heineken lives and breathes creativity throughout its organisation and has a superb framework that allows its marketing teams the freedom to experiment while retaining the core essence of their many brands.”
That shows in how many Cannes awards Heineken has won over the last three years alone.
In total six of its brands have won 41 awards including the Grand Prix in creative effectiveness in 2013 for the “Heineken Legendary Journey” campaign.