Carole FRITSCH

🎬 “Marketing that resonates doesn’t just speak - 𝘪𝘵 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘴.” In MMA DACH “Next! With” series, Natasha Maharaj, Global Brands Director at Heineken, shares how cultural storytelling powers global brand relevance at our 'Cannes Connect’ event. From tapping into local music scenes to championing social impact, Natasha explains how The HEINEKEN Company creates authentic connections - embedding itself in the cultural fabric of every market. It’s a strategy rooted in empathy, inclusion, and joy - and it’s what makes the brand feel familiar, even in unfamiliar places. 💬 “𝘞𝘦’𝘳𝘦 𝘯𝘰𝘵 𝘣𝘶𝘪𝘭𝘥𝘪𝘯𝘨 𝘤𝘢𝘮𝘱𝘢𝘪𝘨𝘯𝘴 𝘵𝘰 𝘪𝘮𝘱𝘳𝘦𝘴𝘴 - 𝘸𝘦’𝘳𝘦 𝘤𝘳𝘢𝘧𝘵𝘪𝘯𝘨 𝘮𝘰𝘮𝘦𝘯𝘵𝘴 𝘵𝘩𝘢𝘵 𝘳𝘦𝘴𝘰𝘯𝘢𝘵𝘦.” 🎥 Watch the clip below and explore how brands like Heineken turn cultural awareness into creative effectiveness in the full interview series. (Linked in comments.) #ShowHeroes #MMA_DACH #ConnectCannes #Heineken #CreativeEffectiveness #CulturalMarketing #ContextualAdvertising #MarketingLeadership #CannesLions2025

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"When sustainability is no longer the message, but the material, we stop asking consumers to care — and start giving them something worth caring about." Cristina Tazza writes in Campaign US why the brands doing the best work right now aren’t the ones shouting about its sustainability efforts; they’re the ones quietly rethinking the basics and finding new ways to deliver more with less. Read it here: https://lnkd.in/eVPUGVjc. #BrandStrategy #Campaign #WPP

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What does an AI-driven "next-generation content supply chain" look like? This interview with Unilever Global VP Marketing Transformation, Beauty & Wellbeing, Selina Sykes and Brandtech Partner @ Head of Emerging Tech Rebecca Sykes will give you a very good idea. (No, they are not related 😊 ) “It’s a different way of working. We used to send briefs off and get content back. Now it’s this agile, iterative approach,” Selina says. Sam Bradley, Senior Reporter from The Drum digs into the Beauty AI Studios that we have been building with Unilever for more than a year - link to the full story in the comments.

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Research shows that brands with a clear social purpose build stronger connections with consumers. David Aaker’s insights highlight 4 key strategies for purpose-driven branding that go beyond surface-level CSR: 📌 Lead with Social Purpose – Consumers expect brands to contribute to society, not just sell products. Brands that embed purpose into their business strategy see higher engagement. 📌 Develop Signature Programs – Long-term, branded initiatives (like Dove’s Real Beauty campaign) help build trust and drive real change. 📌 Integrate Purpose with Business Strategy – When social impact aligns with business goals, both the brand and community benefit. 📌 Brand for Visibility & Credibility – Strong program branding increases recognition and reinforces authenticity. As purpose-driven branding continues to evolve, marketers who invest in meaningful impact will set their brands apart. Read the full analysis via Marketing News ➡https://lnkd.in/ek4SQWzT #BrandStrategy #PurposeDrivenMarketing

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🛒 We are proud to partner with REWE Group as part of Retail Media Connect to offer advertisers even more opportunities: 👉 Activation beyond traditional retail, reaching into Connected TV and social networks 👉 A secure, GDPR-compliant approach to engage the right audiences 👉 Performance measurement and campaign optimization through data collaboration With this partnership, REWE is setting a strong example of how retailers can combine data, innovation, and privacy to shape the future of retail media 🙌 To learn more about this partnership : https://lnkd.in/eJYisWUu #RetailMedia #DataCollaboration

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A decade of ZMS - and we hit the news with it 😎 Klaus Janke, expert in all things retail media, marketing, and media, sat down with Heike Lari, Director Partner Marketing & Consultancy, to reflect on 10 years of ZMS — from a performance-led start to becoming a full-funnel Retail Media powerhouse. Heike shares how we help brands navigate change with measurable, culturally relevant marketing. Read the whole interview in the recent HORIZONT (German article): https://lnkd.in/e6EChM3X #ZMSturns10 #retailmedia

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