Heineken

Marketing
Effectiveness

Heineken tasked us to develop their Mercury Hothouse programme, empowering teams to make bias-free, data-led portfolio and touchpoint investment decisions. Using the Mercury strategy gameboard, Brand Role frameworks, and ROI modelling, participants built trade-off grids, tested scenarios, and aligned on optimal strategies, ensuring resources target the biggest opportunities to win the “next drink” and drive sustainable, market-led growth.

A dark gray box with the text "Fueled by Mercury" and "Better Decisions" in green and white, decorated with small star patterns, standing on a light gray background.
A board game titled "Better Decisions" with a box standing upright and a game board laid flat, featuring various cards and circular position markers, designed for strategic decision-making.
A person holding a stack of cards with graphics and text about cognitive biases, specifically about overconfidence bias, with a chart of colored circles in the background.
A person's hand writing on a white label with a black marker, with the label placed on a black surface with faint white dashed lines.
Person placing a green sticker labeled 'What's in scope?' onto a surface next to a touchscreen display showing touchpoints labeled A, B, and C.
Hands holding handwritten notes over a strategic planning game board with cards, a red star, and various labeled sections such as "Maximum Potential" and "Touchpoint A."
Four people in business attire discussing around a table, with speech bubbles mentioning an ad going viral, predication, and reception.
A group of five diverse people having a meeting, discussing a new product, with speech bubbles indicating their conversation about market testing and competition.