Heineken bemoans creative agencies digital disinterest as major barrier to change
Creative agencies’ obsession over the 60-second spot continues to the detriment of clients, who are finding it a significant barrier to the pace at which they shift focus to digital channels. Heineken is one such advertiser which, despite, being two years into a digital transformation strategy – and upping its digital spend from 15 to 25 per cent in the space of 12 months – is still battling with its agency to make content that is fit for purpose.
Speaking at TubeMogul’s ‘TubeMogul University’ event in Lisbon, Heineken’s media manager Elizabeth Hodson illustrated the point with an example from its Read full story ›
Source: The Drum
