Reinventing consumer communication through storytelling and a truly creative process

Since the advertising model emerged in the 1960s, the world, technology and not least consumers have moved on. Yet the way most brands develop advertising has remained the same.

Over a period of 18 months, the Global Commerce University at Heineken rolled out a new communication process to marketers and agencies in all key markets. To ensure a one-team approach and create a true step-change in the creative process, prior to attending the two-day course, all delegates completed the Creative Creatures survey online. By providing people with their Creative ID during the course, the trainers were able to truly engage with the participants and agree ways in which to lubricate the process with peoples’ inherent creative strengths, thereby creating a more seamless and creatively-fuelled development journey.