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