The WARC Podcast Most Contagious Live: building creative effectiveness at Heineken and 2025 trends
9 snips
Dec 19, 2024 
Chloe Markowicz, Editor at Contagious, shares effective social media strategies, emphasizing genuine engagement and community involvement. Friederike Offermanns, Global Communication Manager at Heineken, discusses cultivating a culture of creative effectiveness. Tom Standage from The Economist highlights macro trends shaping 2025, including the impacts of economic policies and the evolving creator economy. The conversation dives into the importance of long-term partnerships and innovative campaigns that resonate with audiences amid uncertainty.
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Creator Collaboration
- To successfully collaborate with creators, brands should cede control and trust the creator's expertise in connecting with their audience.
- Marc Jacobs effectively utilizes creator collaborations on TikTok, featuring product placement within creator-led narratives that maintain authenticity and resonate with the target audience.
Heineken's "Eat Your Greens"
- Foster a "creative diet" by regularly exposing your team to diverse creative content.
- Heineken uses "skill pill" videos, newsletters, and access to platforms like Contagious IQ and WARC to build creative capabilities.
Senior Buy-In
- Secure senior leadership buy-in for creative initiatives by involving them in interactive sessions.
- Heineken's creative councils, comprising senior marketing leaders, analyze work through a shared creative lens to identify strengths and opportunities.