Kingcanary event agency



The week that Heineken Sales & Marketing employees look forward to every year. Plenary presentations, break-out sessions, interaction, dinners, party, stands, and broadcasting from a fully furnished location. Plus an unprecedented closing party.


Heineken International


Devise, develop and produce an event that informs and inspires the global top 700 Heineken Sales & Marketing employees about... more or less everything. Strategy, roll-out, campaigns and innovations – and in such a way that they can pass on the message at regional level. With enough time and space for spontaneous encounters, beers at the bar, snacks and so on. And arrange a lively closing party.

Our concept

We came up with the Commerce Week, which features all kinds of small events brought together in an unavoidable week. Marketing, sales, innovation – all together in a streamlined programme. We made sure that there was an enjoyable (and effective) balance between innovative experiences, plenary presentations, workshops and break-out sessions. A central feature of the programme was the Market Place, where people could catch up with colleagues and visit stands and organise tastings and smaller presentations. At the heart of that Market Place we build a broadcast studio with a programme for the global community, with complete recordings of the presentations by the most important speakers, extra interviews and Q&As. The closing party has become a famous and infamous experience and was a well coordinated programmed show with everything that makes a good party great, in other words dancing, singing, performances, entertainment, food and drink.


2016, 2017, 2018, 2019
Photography: Jorrit Louberg, Dennis Bouman

Other work


90 Years of TNO

A tech giant



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