In our latest “Talks with Teads” segment, Teads’ Global CMO, Natalie Bastian, chatted with Juliana Magalhães, the Global Media Lead at Heineken. In this session, we explored the intricate challenges and opportunities within the media landscape, particularly focusing on Heineken’s innovative strategies to stay ahead.
Topics Included:
The Complexity of Modern Media Planning
Juliana illuminated the intricate challenges faced by marketers in today’s fragmented media environment. She emphasized the complexity of crafting effective communication plans that resonate with consumers across myriad platforms. According to Juliana’s expertise, the key lies in leveraging a comprehensive suite of capabilities to ensure creative effectiveness and, ultimately, deliver tangible business results.
Heineken’s Innovative Approach to Consumer Engagement
The focus shifted to how Heineken strives to continuously surprise and delight consumers. Juliana highlighted the brand’s commitment to innovative formats and creative excellence. By measuring and analyzing the effectiveness of their campaigns, Heineken is able to learn, adapt, and enhance the impact of their messaging. In this quest, Teads emerges as a crucial partner, providing support on the creative front through various collaborative initiatives.
Navigating the Cookieless Future with Preparedness
A significant portion of the discussion was dedicated to the impending deprecation of third-party cookies. Juliana used the term “preparation” to describe Heineken’s stance towards this major shift. Over the past four to five years, Heineken has been proactively enhancing its capabilities, particularly in data analytics, to navigate the post-cookie landscape. Heineken is ahead of the curve, with 80% of their media buying already shifting to cookieless strategies. They’re not just prepared; they’re paving the path in adapting to these changes by partnering with Teads on cookieless strategies.
The Promise of AI in Media and Marketing
Looking ahead, Juliana expressed her enthusiasm for the potential of artificial intelligence (AI) in revolutionizing the industry. From media buying and optimization to content production, AI holds the promise to streamline operations and unlock new creative possibilities. Heineken is already exploring AI applications, eagerly anticipating the efficiencies and innovations it will bring to their marketing strategies.
To learn more about Tead’s Data Suite powering cookieless solutions, contact us.