Brands have a stark choice when creating a social strategy – create something that stakeholders approve but which is unlikely to make an impact or take a risk and produce work that makes people sit up and take notice, a senior Heineken executive believes.

“Going for great – that’s the only way to win in the long term,” according to Quinn Kilbury, Senior Brand Director, Heineken USA, and chair of the judging panel for the Effective Social Strategy category in this year’s WARC Awards.

Lees verder op Warc