AA 2015 Brand Summit - Heineken In one of Ad Age’s most popular columns this year, Lesya Lysyj, former CMO of Heineken, explained an all-too-typical scenario marketers face: “You’ve briefed your agency, waited for what seems like forever, and finally it is the day when you will see this amazing work that will propel your brand to greatness. What follows is a big blur and the next thing you know, you are saying in not so many words, ‘All of this is crap, go back and give me some more ideas.’ No matter how charming you are and how nicely you said it, I can pretty much guarantee they hate you. And by the way, it’s probably your fault, not theirs.” Lysyj explains why, offering tangible tactics marketers can employ to work more effectively with their agency partners.