Lesya Lysyj, Chief Marketing Officer of Heineken USA is also stressing consumer engagement via compelling content.

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Heineken USA wanted to start the new push in Miami, so Tepperberg began casting about to see what big fish might be in town.

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"Marketing is getting more experimental, more aggressive and more direct, " says Andy Glaser, brand director at Heineken USA, who adds that the four annual tracking studies the company performs show that its U.S. Open sponsorship improves its recall with customers.

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