We caught up with her to discuss craft, advertising and Ciclope 2013:
Why is it so important to celebrate craft in advertising?
Craft is the part of advertising that is too often overlooked and delegated by clients. We focus on ideas and undermine the importance of executing them brilliantly. I have seen average ideas saved a more than a few times by excellent craft. And personally it is my favourite part, when we finally get to make things. I have met the greatest people of my professional life on sets: extremely good at what they do, obsessed about their art, so dedicated and so humble (most times) about it!
Why do you think creative leaders choose to gather at these events? How can Ciclope benefit the industry?
I can only answer for me but I need constant inspiration to push creativity inside Heineken, and craft is one of the most effective ways to revisit old ideas, give them a fresh style. I don’t have time on a day to day basis to keep up with the best out there so going to Ciclope will be a way to get immersed.
With the recent financial climate some investors are preferring to allocate funds into media rather than craft. Do you think this is an issue or a necessary evil, so to speak?
At Heineken we have found a way to do both by joining forces: we centralised our campaigns, they are executed with the investment necessary for brilliant execution, something which could not be done if produced locally, and the markets concentrate their effort in amplifying them with smart media buy and local creativity complimenting the main campaign.
Will this be your first visit to Berlin? What do you like/are you looking forward to about the city?
I have been to Berlin a few times before. It is a city which took time to grow on me. Being French, I tend to fall in love with the Romes and Barcelonas! What I like most about Berlin is the people, the cool vibe, and the gems you discover within a rather grit environment. It surprises me every time.
Sandrine has been with Heineken since December 2007, when she started as communication manager for the Heineken brand, working with Western Europe and Africa Middle-East regions and on global projects such as Enjoy Heineken Responsibly, UEFA Champions League and brand communications.
In August 2009 she took the position of global communication manager and led the new Heineken global brand strategy development and global communication campaign Legends, with the Entrance, the Date including the Faking Of and Serenade, the Voyage and Dropped, as well as led Heineken Bond campaign, the Express and Crack the Case.