MERCADEO Versión en español
Peter Hall from Heineken: The idea is to have a single strategy and a single message
5 de mayo de 2015
Peter Hall dice que combinan los mercados hispano y mexicano
Peter Hall, Heineken Global Marketing Director Americas VP, explains that they combine the Hispanic and the Mexican markets, since the possibility of handling them together is very efficient and produces powerful results.In the framework of the annual AHAA conference, Hall, in conversations with PRODU assured that the brand works with different agencies because they are present in big and consolidated environments, but at the same time they are supported in the creative aspect by several nationwide and worldwide agencies.Regarding creativity and Total Market, he says that the key has been to adapt the message according to the audiences. “Heineken is a flag brand that we handle globally. The idea is to have a single strategy and a single message, that we then tropicalize, and precisely there is where the concept of Total Market comes in, but the message is always unique and singular and it does come from a single origin, Amsterdam. However, the ideas in the execution of the brand can come from anywhere in the agencies, as a General Market. We have a concept we call Local Top Spin and that is what we add locally and execute as a global campaign”.For Peter Hall, Heineken’s success is its quality and positioning, which is consistent in so many countries around the world, “in general, it doesn’t have 40% of the market, but it takes up an attractive segment in each country it operates in”.
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