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Jan Maarten Zandbergen

Global CMI Heineken

Jan Maarten Zandbergen is a prominent professional at The HEINEKEN Company, serving as the Global CMI (Consumer & Market Insights) Tiger & Desperados. He has over 20 years of international experience in consumer insights, brand strategy, and marketing management, which positions him as a key figure in shaping HEINEKEN's marketing strategies and consumer engagement efforts.1

In his role, Zandbergen is likely involved in analyzing market trends and consumer behavior to inform the company's product development and marketing initiatives for brands like Desperados. His extensive background suggests a deep understanding of both qualitative and quantitative research methodologies, enabling him to drive insights that enhance brand performance and consumer connection.1

Zandbergen's professional journey reflects a commitment to leveraging data-driven insights to foster brand growth and innovation within the competitive beverage industry.

Highlights

Feb 23 · linkedin

Art & Science in the creative process…..not ‘versus’.

Recently the discussion between ‘the art of creative’ and ‘the science of data’ seems to become a pissing contest about who is most right. I’ve responded left and right to some posts, but maybe time to put my experience and thinking in a post of my own.

To me, the ones who try to connect the art of creative and the science of research, will be the ones moving forward, landing the ongoing business and the beloved praise through awards and revenues.

We can all come with cases proving our own right, but the job is upon all of us to step beyond the debate. But it takes away our time and energy we could have put in making effective creatives.

On behalf of creativity: you are right. We cannot truly measure the quality of what your brains can come up with. It is special kind of brain and experience, not everyone posses. Yet we are not in the business of creating art. Our work is not meant to be hanging on the walls of musea. Would be nice, but it is not where senior management puts budget for aside.

On behalf of research/data: there is more than enough proof to show us what is needed to make creatives effective. But we shouldn’t relly on data only, otherwise we end up with AI driven outcomes aka ‘cat movies’, with short term success.

So, what is the way forward then? Three points I try to focus on in the creative process.

  1. Connect: forge 1 team. Besides getting the best people, get creative agency, brand team, CMI, research and whatever job description part of the process in 1 room and get to know each other. Accepting each other goes along way when things start to cause friction and inevitable problems need to be solved. It outweighs speed and spend 99% of the time.

  2. Process: get clarity on how different disciplines work. There is always a creative, business and research process. Aligning those is not difficult, but it takes a bit of time and effort. It is like accepting we all get to captain the boat for parts of the journey where we are best equipped to.

  3. Shape: Focus on the creative idea early on. Spending money on production of assets to only then find out in validation that you didn’t hit a mark, is a massive waste of time, money, motivation and quite often the reason of pitching for new partners. Once money is spend, hardly ever can things be fixed.

2 Things that always need proper attention.

First, a decent brief. Shared across creative, business and research. This takes a bit of time and help from all, but it makes sure everyone is clear on the end goals, deliverables and methods of measurements.

Secondly, focus resources on the beginning, the creative idea. Nailing the essence here gives clarity with longevity across all touchpoints for long and short term effects. It prevents extensive validation at the end, when all is already done. But also for creatives to more freely develop, knowing that the core idea works.

Sep 21 · linkedin

Vacature in mijn team: CMI manager bij Vrumona. Heel mooie en uitdagende rol in de hart van het Marketing team. Dus ben je helemaal thuis in onder andere Merkpositionering, Campagne-ontwikkeling en Brand Equity, meld je dan bij of reageer via onderstaande link.

https://lnkd.in/dKjjFR8G

Related Questions

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Location

Amsterdam, North Holland, Netherlands