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The explosion of digital marketing has disrupted traditional media formats and whilst it has increased our ability to target, it has made it increasingly hard to generate cut through. When and where consumers receive and digest media has also changed dramatically with an increasing number of touch points all the way along the path to purchase. Shopping channels and missions are also evolving rapidly with e-Commerce, and convenience expanding exponentially offering new opportunities but also even more complexity. Navigating these choppy, ever changing waters is challenging, but exciting, as it is forcing us to learn new approaches and skills to drive both consumer and shopper penetration and loyalty. Effective planning and investment choices are critical to winning in this new media landscape. Increasingly the effective use of data, and subsequent targeting, is key to building a winning strategy. At Heineken we have increasingly seen shopper and trade marketing as a critical aspect of the marketing mix that can drive both ours and our customers business. We see this discipline as an essential investment choice as not only does it drive brand equity but it ultimately can result in a direct sale at Point of Purchase. Delivering effective shopper marketing, can really drive cut through, accelerate trial and conversion when it matters most – at the moment of the purchase decision.