Søren Hagh has recently taken up the position of managing director for Italy at Heineken, having previously been executive director of global marketing. With the brand winning last year’s Cannes Lions’ Creative Marketer of the Year award, he knows that it has to keep moving if it is going to keep living up to that title. He cites his biggest challenge as staying at the cutting edge of marketing in a rapidly changing environment. At Heineken, this is certainly the case as it competes with a growing craft beer segment and big acquisitions across the sector. Hagh was responsible for the brand’s push into digital marketing, with 25% of its ad budget currently spent on digital channels, but this is predicted to surpass 50% within two years. It’s a strategy that is working given the fact group revenues rose 6.5% in 2015. Beer volumes were also up 2.3%. Hagh previously held positions at L’Oréal, Diageo and Lego.