From Paralympic sponsors failing to engage consumers to Instagram boasting 500,000 monthly advertisers, it has been another eventful week in the world of marketing. We have lined up the five stories you need to know about.
With the launch of its first ever UK TV ad during the England vs Slovakia match last night (June 20), Heineken is confident its Amstel brand can become a big player in the UK market due to its “authentic roots”.
As Heineken partners up with Formula One in a bid to reach 250 million more consumers, the brand’s director of global Heineken sponsorships Hans Erik Tuijt explains why the brand is eager not to compete with local beer brands.
Heineken is launching a new global music strategy in a bid to cement itself within the live music scene. However, Heineken’s global brand communication director Anuraag Trikha admits that it faces a challenge as “people come to see the artist and not the brand”.
In the latest instalment in our video series exploring new technology, Marketing Week looks at how and why brands are using artificial intelligence to calculate the return on investment on sports sponsorship.