18 Report of the Executive Board Operational review continue Shifting the balance 2007 was notable for taking the first steps in re-balancing our approach to marketing and sales. In the past few years, we have made a significant investment in the architecture, strategy and communication platforms for our major brands. This has undoubtedly helped us drive some of the growth that we are now seeing. What we began during 2007 though was a series of marketing and sales workshops with the clear objective to improve the in-market execution of the plans we have developed - in effect, ensuring that we get the maximum return from the investments we have already made. During 2008, the focus on marketing and communication excellence will accelerate. Ultimately, our aim is to have the same levels of competence across our business for delivery of sales and distribution that we have traditionally had for creative and consumer communication development. The Amstel brand The Amstel brand is another important pillar within our global portfolio, with availability in more than 100 markets and global volume of 10.6 million hectolitres. 2007 was a pivotal year for Amstel with a number of significant developments which helped to set the brand's course for the future. In March 2007, we regained control of Amstel in South Africa, one of Amstel's biggest markets. In the short term, we have established a supply chain out of Europe. In 2010 we will switch to local production, following the completion of a brewery in South Africa. saw over 50,000 consumers have their picture taken with the trophy and attracted a TV audience of more than 200 million people. However, we do not solely strategically promote the brand. Over the last few years, we have been building a reputation for innovative use of film as a way of reaching our target consumers. With 'The Matrix' and 'James Bond' franchises already a part of this approach, in 2007 we again sought a high-profile opportunity to continue the success. We chose 'The Bourne Ultimatum', which we successfully integrated into our global marketing campaigns. Music also remains a key sponsorship area for the Heineken brand with more than 100 Heineken supported or sponsored large music events worldwide, including our global music event 'Thirst Studio*. Heineken N.V. Annual Report 2007

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2007 | | pagina 21