“The best part of the Future Leaders Program is the focus on our development. Through on-the-job experiences, relationships, and formal training, the program is shaping us to become leaders at GSK. Through it all, the program not only reinforced my passion for developing my sales and marketing capabilities, but also revealed exciting career opportunities I didn’t know were there.” (Amber, Future Leaders Program Graduate)
Companies with an authentic message and actions that back their beliefs have been successful at voicing their values, however companies afraid of offending consumers with a decisive stance, have faced strong criticism from consumers and media. Now, Heineken’s new issues-charged campaign tactfully addresses the current landscape without alienating individuals on either side of divisive issues – using its brand to promote acceptance across the board.