The Heineken Insight Cloud: From creation to curation

Jacobine Lotgering and Cristina Craciun

Heineken, a beer brand, shares its experience in creating a platform that drives collaboration across marketing teams globally.

Introduction

Heineken shares its experience in creating a platform that drives collaboration across marketing teams around the world. Faced with the challenge of growing its brand portfolios, Heineken built the Communities of Practice platform, starting from deep consumer motivations to drive and inspire brand success stories. The ultimate mission of this exercise is to maximize marketing budgets by rooting each brand in a validated consumer insight and staying true to their positioning through every single market activity. By learning from each other, the brand managers and marketing directors around the world can drive revenue by reapplying what works elsewhere at...

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