This Top Shop is the brand activation division of Formula PR, which it collaborates with for social and digital support. It expanded influencer programs, created reporting dashboards and expanded staffing capabilities into new states like Maine and Arkansas. Formula sent 34 internal teams to visit homeless shelters to interview residents for a book it plans to sell and donate the proceeds. A custom-built, online scheduling system and dashboard for Heineken’s massive volume of events keeps things in check in real-time.
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