How Heineken Became the World’s Most Creative Brand

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Heineken was just named the #1 most creative brand in the world (WARC Creative 100), and LePub, the bespoke agency built to serve them, is the #1 creative agency on the planet. After years leading all digital for the Heineken brand globally, Rob van Griensven is now stepping into a new role leading Marketing Transformation across the entire HEINEKEN Company.

In Episode 3 of Marketing Factories, Rob van Griensven (Global Digital Director, The HEINEKEN Company) joins host Dafni Prosalika (Partner, REBORRN) at Heineken’s head office in Amsterdam to unpack what it takes to keep a 150-year-old family-owned icon recognisable across millions of touchpoints while staying nimble enough to jump on a TikTok meme or show up at a dance festival.

Rob also talks about the three-word formula behind every Heineken campaign (Art, Science, Courage), the research insight that turned F1, Champions League and music into a single brand platform, why a 150-year-old beer brand is building tech that tells you to put your phone down, and how AI agents are reshaping the way creative briefs get made.

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