How Heineken became creative brand of the year - Ali Payne

Ali Payne, CMO of Heineken, joins us to discuss how one of the world's most iconic beer brands became Creative Brand of the Year at Cannes Lions - and what it takes to keep a 150-year-old brand feeling fresh.

From being the "Official Beer of Soccer" as a non-sponsor of the FIFA World Cup to reviving the legendary "Most Interesting Man in the World" campaign, Ali shares how Heineken balances long-term brand building with cultural relevance. We explore what it takes to get an entire organisation behind bold creative ideas, the role of sport in Heineken's marketing strategy, and how brands like Birra Moretti continue to grow through innovation.

Timestamps

00:00 - Trailer

00:56 - World Cup fever for the USA and Heineken

02:51 - Jumping on cultural moments

04:25 - Becoming the official beer of soccer (unofficially)

06:50 - How non sponsors got more coverage than sponsors for the World Cup

10:18 - How to manage a 150 year old brand

12:31 - Winning Cannes creative brand of the year

14:46 - Getting the wider business on board with creative work

17:06 - Ali’s favourite Cannes Lions winner