The Creative Council is Heineken’s place to foster a robust Creative Culture and share best practices. In the Creative Council, internal and external members meet to retrospectively review, debate, and assess the creative output and track progress towards consistent World Class Creativity in pursuit of commercial effectiveness.

We are looking forward to discussing and underlining the Creative Ambitions in the European region – addressing barriers and opportunities, celebrating creative strengths, and being inspired on how to push our creative standards even higher in the session.

This year’s theme spotlights influencer and creator marketing as a powerful driver of brand relevance and cultural connection. By partnering with authentic voices who shape trends and spark conversations, our brands can build deeper trust and engagement with their audiences. In a landscape where attention is currency, creators help us cut through the noise and deliver our message with impact and credibility.