Ireland is the only country in Europe to have responsibility for its own marketing campaigns for Heineken.
The arrangement pays dividends in a valuable market, according to Sharon Walsh, marketing director of Heineken Ireland. She said it was a shame that opportunities for local development of high-profile marketing and sponsorship relationships were becoming steadily more scarce.
"If you look at a lot of food and beverages brands, you'll see that all marketing is generated centrally,...
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