Brand Engagement: Heineken's Cahill On Innovation, Metrics

David Durochik

About 400 people crowded into the ballroom of the Renaissance Chicago Downtown this morning for the opening of the '19 Intersport Brand Engagement & Content Summit. Heineken USA CMO Jonnie Cahill opened the conference with a keynote that focused on reaching consumers despite the busyness in their lives. “As brand owners, we have been losing our way, if we’re honest,” he said. “We have to change how we do things. Too many people lament the loss of the good old days, but we are in an amazing moment in this business. We can target people like never before and we can measure everything.”

Cahill said it is important for marketers to look beyond just measurements. “We think we know what’s happening,” he said. “But if there is one rule in marketing, it’s that we don’t know what’s happening. Don’t get into the hunt for impressions. Yes, you must be seen, but it’s more important what you do next. Don’t prioritize measurability over magic.”