Soren Hagh, the executive director global marketing at Heineken, was in Cannes this week to collect the Cannes Lions Creative Marketing of the Year award. Marketing caught up with Hagh on the Croisette where he told us what the win meant to Heineken and how he infuses creativity across the business.
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Pulling out of awards shows and marketing is "jumping off the deep end and forgetting that we live and breathe by the creatives in our industry."
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