Taking a ‘Glocal’ Approach to Branding - Heineken

The Challenge

How does a famous brand find the right balance between global leverage and local relevance? Our clients at Asia-Pacific Breweries face this conundrum every day on Heineken – and sought to codify a process to address it.

The Solution

A brandjam was designed to involve a cross-functional team of clients, creative and media agency staff. Over the course of a day, participants considered global brand assets, consumer insights, and through a series of lateral thinking exercises, were transformed by catalyst facilitators into ideation generators.


A raft of actionable ‘glocal’ ideas built upon a firm foundation of a strong brand. The tangible validation: Heineken was subsequently named ‘Marketer of the Year’ at the Marketing Excellence Awards 2018, scooping 3 Gold, 5 Silver and 1 Bronze accolades.