Heineken is the latest in a long line of brands moving creative production to in-house teams.
Campaign US reports that the Dutch beer maker is busy building an in-house content hub at its American headquarters in White Plains, New York.
Heineken estimates that its in-house solution has the potential to save “mid-to-high six figures” per year, and will pump out around 7,000 pieces of creative in the first 12 months of its existence.
Much of the work will be versioning of all above-the-line and below-the-line assets so it can be adapted to localized markets. Heineken, like every modern brand, is pushing its data agenda and becoming more locally relevant via more personalized creative.
I don’t know that the high volume of output is the right answer for this beer brand, or for others. Precision still matters, as does noise.
A look at Heineken’s social stream reveals a lot of repetition and not a lot of depth. I understand that brand managers want to cast a wide net. I also get that doing so ostensibly turns the brand into a broadcaster adrift in unforgiving interactive seas.