Amsterdam, 21 November 2014 - The Cannes Lions International Festival of Creativity has announced that the 2015 Creative Marketer of the Year will be awarded to HEINEKEN. The accolade recognises companies who have distinguished themselves by inspiring innovative, global marketing of their products and who embrace and encourage creativity in their brand communications.
"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," comments Philip Thomas, CEO of Lions Festivals, "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. It is testament to the company that in the last three years, six of its brands have won 41 lions across seven countries including a coveted Grand Prix in Creative Effectiveness. It is also a sign of how important creativity is culturally that they are only the second client to have won the award twice since we introduced it in 1992, having previously taken it home in 1995."
In 2013 HEINEKEN took home the Cannes Lions Creative Effectiveness Grand Prix for 'Heineken's Legendary Journey: Justifying a Premium the World Over' - the campaign that aimed to grow and position Heineken® beer as a global brand. 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."
Alexis Nasard, HEINEKEN President Western Europe & Global Chief Marketing Officer, says: "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."
Over the last four years, HEINEKEN has focused the energies of its marketing and commercial communities on creativity to deliver improved business performance. It has launched the Global Commerce University, a mandatory learning programme, run by industry professionals and academics, which all HEINEKEN marketing executives, sales executives and general managers must attend and pass. This initiative has helped place the foundations on which sustainable creativity linked to innovation and in turn linked to business results has been built. On top of this, steps were taken to streamline the number of agencies the company partners with resulting in one global lead agency for the Heineken® brand and ensured consistency across 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. Other recent Cannes award winning brands include Dos Equis, Newcastle Brown Ale and Tui Beer.
HEINEKEN will be honoured during the 62nd edition of Cannes Lions, taking place from 21-27 June 2015 in Cannes, France.
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Notes to editors
ABOUT HEINEKEN:
HEINEKEN is a proud, independent global brewer committed to surprise and excite consumers with its brands and products everywhere. The brand that bears the founder's family name - Heineken® - is available in almost every country on the globe and is the world's most valuable international premium beer brand. The Company's aim is to be a leading brewer in each of the markets in which it operates and to have the world's most valuable brand portfolio. HEINEKEN wants to win in all markets with Heineken® and with a full brand portfolio in markets of choice. The Company is present in over 70 countries and operates more than 165 breweries. HEINEKEN is Europe's largest brewer and the world's second largest by consolidated volume. HEINEKEN is committed to the responsible marketing and consumption of its more than 250 international premium, regional, local and specialty beers and ciders. These include Heineken®, Affligem, Amstel, Anchor, Biere Larue, Bintang, Birra Moretti, Cruzcampo, Desperados, Dos Equis, Foster's, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, Tiger and Zywiec. Our leading joint venture brands include Cristal and Kingfisher. The number of people employed is over 81,000. Heineken N.V. and Heineken Holding N.V. shares are listed on the NYSE Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on the Reuter Equities 2000 Service under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).
Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us via @HEINEKENCorp
62nd Cannes Lions International Festival of Creativity, 21-27 June 2015, Cannes, France
The International Festival of Creativity, also known as Cannes Lions, is the world's leading celebration of creativity in communications. Founded in 1954, the Festival takes place every June in Cannes, France.
As the most prestigious international annual advertising and communications awards, over 35,500 entries from all over the world are showcased and judged at the Festival. Winning companies receive the highly coveted Lion trophy, a global benchmark of creative excellence, for Film, Print, Outdoor, Interactive, Radio, Design, Product Design, Promo & Activation, Film Craft, Mobile, Branded Entertainment and Integrated advertising, as well as the best Media, Direct, PR, Titanium, Creative Effectiveness, Creative Data and Innovation ideas. The Festival is also the only truly global meeting place for advertisers, advertising and communication professionals. More than 12,000 delegates from 95 countries attend a week-long programme of exhibitions, screenings and talks by worldwide thought leaders. As the networking and learning opportunity of the year, Cannes Lions is the must-attend event for anyone involved in brand communications.
Lions Festivals
Lions Festivals is the organiser of Cannes Lions International Festival of Creativity, Lions Health, Lions Innovation and Eurobest, as well as co-organisers, with its joint venture partners, of Dubai Lynx International Festival of Creativity, Spikes Asia Festival of Creativity, and the Asian Marketing Effectiveness & Strategy Awards. www.lionsfestivals.com
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Press Enquiries
Please direct all press enquiries through our press centre:
John Clarke, Heineken International
Tel: +31 (0) 20 5239 355 / pressoffice@heineken.com
Christine van Waveren, Heineken International
Tel: +31 (0) 20 5239 355 / pressoffice@heineken.com
