Heineken CMO on Beer’s New Mobile Frontier

Dear Client:The category is "not moving the right direction," Heineken USA CMO Nuno Teles told our Beer Summit audience last week. We can all agree on that.But why? We're "not recruiting consumers like we used to" and "not being relevant."He offered some context:Fact 1: TV, big beer's longtime preferred method to reach the masses, is simply not as effective in reaching consumers as it once was. Today's top TV programs reach 1/3 audience of past.Fact 2: We're processing information much