Mark Ritson: Heineken should remember marketing is about profit, not purpose

The ad of the month is clearly the new ‘Open Your World’ four-minute spot from Heineken. The campaign has created acres of coverage and tons of social media response. But is it any good? Before I answer that question, let me tell you about an experience I had a couple of years ago.
I was invited to pitch to the global marketing team of a large, prestigious brand. They were looking for a major piece of international marketing training. I was up against two bigger firms but I fancied