Heineken serves up outcomes with mixed attention and brand awareness approach

As social platforms absorb more and more ad spend, marketers wanting to use other channels need to know they can provide the right outcomes if they’re to devise a bulletproof media plan.

Heineken has been testing a combination of brand lift and attention measurement in order to solve that problem for its Birra Moretti and Old Mout brands. The brewer is working with GumGum to track how display assets are performing in market using “Attentive Lift”, a method of overlaying brand lift study results with attention metrics.

“It’s important for us to be able to tell a story to our brand team and unlock more budget,” said Sabrina Court, digital media specialist at The Heineken Group.

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As agencies push agentic media future, execs work to ward off client rogue fears

With no shortage of news on media agencies moving forward with agentic initiatives — and Advertising Week has featured several discussions around it — it’s worth asking how they’re dealing with client concerns over the possibility of rogue activity. 

Dentsu announced that its Carat media agency is partnering with NBC Universal, Freewheel and AI firm Newton to launch a planning, buying and optimization agent to use in upfront investments. Although none of the parties would name it, one luxury retail client is apparently already using the solution. 

Independent agency Tinuiti launched a “Bliss Point Model Context Protocol (MCP) Server”, opening its proprietary measurement layer directly to AI agents, enabling it to place audience, creative, media, and measurement under one server. 

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