May, 2026 – In a world of fragmented audiences and algorithmic optimisation, media has ceased to be a mere distribution channel. It has become a strategic space for brand building. Marta García Alonso, VP Marketing of Heineken Mexico and recently selected jury member for Media Lions at Cannes Lions 2026, knows this better than anyone.
García Alonso was one of the driving forces behind HEINEKEN’s ‘Creative Ladder’, a framework designed to evaluate advertising creativity objectively. The tool transformed the relationship between the brand and its agencies, moving from subjective evaluations to clear criteria that identify ideas capable of generating differentiation and real impact. Today she applies the same logic when judging at Cannes: functional, differentiating, or does it redefine the category? That clarity helps separate the good from the truly extraordinary.
As a global advertiser on a jury composed mostly of agencies, García Alonso brings a unique perspective. She is deeply connected to business results: growth, brand consistency, cultural relevance. Her advice to creatives and media strategists is simple: don’t present campaigns, present decisions. She wants to understand the problem, the insight, the media choices and the impact generated. The ideas that stand out are those where everything has a clear purpose, from strategy to execution.
In this interview, García Alonso discusses the role of media creativity in today’s ecosystem, using Tecate Light and ‘Sal del Golfo de México’ as an example of how data and cultural insight transformed a functional attribute into a cultural symbol. She addresses the tension between short-term ROI and long-term brand building, arguing that both are complementary, not mutually exclusive. And she reflects on what the industry still lacks to be more equitable, particularly in leadership positions traditionally dominated by men.
This is a conversation about how technology should serve creativity, not the other way around. About the importance of diverse teams as a proven driver of better ideas. And about what it really means to judge work from the brand side.
The value of the Media jury at Cannes: You have been selected as a jury member for the Media category at Cannes Lions 2026. From your perspective as a global advertiser, what role does media creativity play in an ecosystem where fragmentation and technology have completely transformed traditional planning?
Media creativity today is more relevant than ever, precisely because of the complexity of the ecosystem. Audience fragmentation and technological sophistication have elevated the role of media from being a distribution channel to becoming a strategic space for brand building.
A clear example is Tecate Light with Sal del Golfo de México, where we started from a deeply cultural and territorial insight to build an idea that lived both in the product and in the media. It wasn’t just about launching an innovation, but about understanding the context, the cultural connections with consumers and amplifying it intelligently.
Data allowed us to identify where that conversation was taking place and how to scale it; creativity turned a functional attribute into a cultural symbol; and media acted as an ecosystem that connected touchpoints coherently, from experiences to digital amplification.
From my perspective, media creativity is precisely that: the ability to design meaningful connections between brands and people, using data, context and culture in an integrated way. It is not just about where a campaign appears, but about how that ‘where’ amplifies the creative idea. At Cannes, the value lies in recognising those ideas that manage to turn the medium into a natural extension of the brand narrative.
The ‘Creative Ladder’ as a legacy: You were one of the driving forces behind the implementation of the ‘Creative Ladder’ at HEINEKEN, a framework for evaluating advertising creativity objectively. How has this tool impacted the relationship between brand and agencies? And how do you now apply it when judging the work of others at Cannes?
The ‘Creative Ladder’ has been key to raising creative standards and building a common language within HEINEKEN. It allowed us to move from subjective evaluations to clearer criteria for identifying which ideas truly generate differentiation and impact.
This has strengthened the relationship with our agencies, because it establishes more ambitious and, at the same time, more transparent expectations. Today we are not just looking for correct campaigns, but for ideas that generate real impact on business, culture and our consumers.
When judging at Cannes, I apply this same logic: I assess at which level of the ladder an idea sits. Is it functional, is it differentiating, or does it truly redefine the category? That clarity helps separate the good from the truly extraordinary and understand which ideas have the ability to leave a lasting mark on brands and the industry.
Creativity and effectiveness vs. technology: There is a lot of talk today about data, personalisation and algorithmic media optimisation. From your experience leading global transformation, how do you ensure that technology serves effective creativity and not the other way around? What do you look for in a truly transformative media case?
Technology is an enabler, not the starting point. When data or algorithms dictate the idea, we risk losing cultural and emotional relevance. When creativity leads, technology enhances its reach and precision.
At HEINEKEN we seek a balance where data inspires insights and technology scales ideas, but always in service of a powerful narrative.
At Cannes, what is especially valued are cases where media not only optimises results, but redefines how a brand interacts with its audience. The most transformative pieces of work are those where creativity, data and execution integrate consistently to generate measurable impact and, at the same time, cultural relevance.
Women’s leadership in the industry: You have been an active advocate for female talent, promoting the development of women in historically male-dominated areas such as trade marketing, sales and leadership in Asia and Africa. What does the media and advertising industry still lack to be more equitable? How does this perspective influence your role as a jury member?
The industry has made progress, but still faces significant challenges, especially in representation in leadership positions and in areas traditionally dominated by men. Beyond numerical equity, the challenge lies in building environments where diverse talent can fully develop.
At HEINEKEN Mexico in 2025 we achieved the goal of 30% of leadership positions being held by women, and we are aiming for more, through our leadership and female empowerment programmes, where everyone has the same opportunities without any barriers.
As a jury member, this perspective makes me value not only the ideas, but also the teams and contexts that generate them. Diversity is not just a matter of fairness; it is a proven driver of better ideas and results.
The pressure of short-term ROI: Marketers face constant pressure for immediate results, which sometimes sacrifices long-term brand building. How does HEINEKEN balance this tension, and how do you assess this balance in the campaigns presented for awards?
The balance between short-term results and brand building is one of the biggest challenges in marketing today. At HEINEKEN we understand that both are complementary, not mutually exclusive.
We work with a dual vision: campaigns that generate immediate conversion, but always anchored in a solid brand platform that builds long-term value.
At Cannes, the judges particularly value those campaigns that achieve this balance. It is not enough to show efficiency in short-term metrics; the most powerful ideas are those that demonstrate how they contribute to sustained brand building.
Advice from a global advertiser: You are one of the few global advertisers on a jury made up mostly of agencies. What unique perspective does your vision bring? What would you say to creatives and media strategists presenting their work so that they truly connect with a jury that looks from the brand side?
As an advertiser, my perspective is deeply connected to the business: growth, brand consistency and cultural relevance. This brings a different perspective to the jury, because we do not only evaluate creativity, but also its ability to generate real value.
To creatives and strategists I would say: don’t just present campaigns, present decisions. We want to understand the problem, the insight, the choice of medium and the impact generated.
The ideas that stand out are those where everything has a clear purpose: from strategy to execution. And, above all, those that demonstrate that creativity is not an end in itself, but an engine of growth for the brand.
