Heineken’s Marketing Magic. Understand The Power of the CFO/CMO Partnership.

Key takeaways

1. Building a strong relationship with the CFO is crucial to understand financial decisions and garner crucial support.

2. Building a portfolio of enduring brands ensures long-term equity and commercial performance.

3. Utilizing empirical data from third-party sources like Kantar or analytics partners is essential for informed decision-making in marketing.

4. Investing in future trends, such as the non-alcoholic beer market with Heineken Zero, can unlock significant revenue and volume drivers.

5. Balancing zero-based budgeting with prior year context is essential for creating a realistic and sustainable budget plan.

6. The power of brands in driving performance is crucial for unlocking value across markets and enhancing consumer perception.

7. Adapting the media mix and finding the right combination for growth is key in an evolving marketing landscape.

8. Establishing agreed-upon metrics for creative buy-in and focusing on improvement and meaningfulness in brand management are essential components for success.

Gav.notes // Full notes and clip times.