Heineken UK launching new on-trade promotion
Heineken UK is launching a new on-trade promotion called Gig the World, to attract student drinkers to the brand with the promise of access to some of the world’s best music festivals.
Heineken UK is launching a new on-trade promotion called Gig the World, to attract student drinkers to the brand with the promise of access to some of the world’s best music festivals.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.