The move is part of plans to boost consumer insight and provide Heineken’s individual brand teams with a central resource for planning.
Indicia will be responsible for building the consumer database and marketing environment which will be used by brands including Heineken, Foster’s, Bulmers, Strongbow, John Smith and Kronenbourg.
In addition, Indicia will collaborate with the individual teams, providing consultancy and strategic planning to further improve customer targeting, engagement and dialogue via social and digital media channels.
Heineken customer marketing manager Andy Mitchell said: “New channels have provided us with exciting opportunities to directly engage our consumer and build individual conversations. With this cutting edge marketing environment in place we’ll have the capability to put detailed insight at the heart of all our future marketing activity and really take advantage of the power of social media.”
Indicia managing director Ian Stockley said: “The value of consumer data should not be underestimated. In today’s world, brands are increasingly looking for innovative ways of deepening their understanding of what engagement consumers really want using social media and other channels.”
He added: “Our bespoke, proprietary data solutions have been carefully designed and optimised to meet Heineken’s unique requirements. They will empower the individual brand teams to realise the true potential of their data and subsequently deliver truly compelling marketing campaigns.”
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