Beer brewer Heineken will be named the Creative Marketer of the Year for the second time, after being named as the award recipient for the 2015 Cannes Lions International Festival of Creativity.
The award recognises the company's campaign “Legends”, which inspires drinkers to be “travellers not tourists” with the aim of positioning Heineken as a global brand. The latest version of the campaign, “Open Your city,” shows Heineken drinkers unlocking the secrets of their city and involved a partnership with Shazam.
Heineken is only the second brand to win Creative Marketer of the Year twice since the awards' inception in 1992, after taking home the trophy in 1995.
Lions Festivals CEO Philip Thomas said the award recognises companies who distinguish themselves and use “creativity that amplifies their messages”.
“Creative Marketer of the Year at Cannes Lions is awarded to a company who is breaking the boundaries of creativity and who truly believes that creativity drives business and can improve the state of the world,” Thomas said.
“Heineken lives and breathes creativity through its organisation, and has a superb framework that allows its marketing teams the freedom to experiment while retaining the core essence of their many brands.”
Thomas added that in the last three years, six of Heineken's brands have won 41 lions in seven countries, including a Grand Prix in creative effectiveness.
In the last few years Heineken has taken step to improve its creativity, including streamlining the number of agencies it partners with and partnering with one global lead agency, Wieden+Kennedy Amsterdam.
Heineken president Western Europe and global chief marketing officer Alexis Nasard said: “Creativity is a great competitive advantage to have because it is hard to replicate. It is at the heart of great design and marketing programmes, as well as innovation. These are the lifeblood of our business.”
The award will be presented at the 62nd Cannes Lions which takes place from June 21-27 2015.
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