Heineken

The decision to in-house Heineken UK’s media team was made in 2019, however, due to Covid, this did not really take effect until 2021. That year, the team was focused on delivering core aspects of digital media buying, such as OLV, display and social. Since then, however, we have grown the team substantially to make sure we continue our focus on key aspects of media, to deliver business targets and drive category growth.

What we have done:

Since launch, we have identified multiple growth areas and built out separate functions of the team to ensure we are future facing and delivering growth for the business. Our Partnerships team was first, delivering brilliant activations across our brands including Moretti x Secret Escapes and Foster’s partnership with the PDC. Performance Marketing followed, focusing on On & Off-Trade campaigns that delivered exceptional results. After this came CX, built to deliver our 1PD strategy. We have seen significant growth across this workstream in the last 2 years. The Social Content team was created in Q4’24, allowing us to focus on in-house content strategies, to choose the creators we work with and the content we put out, and to focus on reactive moments around culture. Lastly, our Buying team has evolved to focus on cross-functional buying across all digital channels and has grown to manage all digital channels (exc. BVOD).