Reassuringly successful

Delwyn Swingewood

In this interview with Phil Rumbol, Interbrew's UK's Marketing Director the discussion centres on the success of Stella Artios.

Reassuringly Successful

Delwyn Swingewood interviews Phil Rumbol, Marketing Director of Interbrew UK

It is the 25th anniversary of the Stella Artois tennis tournament this summer. In the early days, sponsorship of the event was an innovative way of giving cachet to an obscure brand of Belgian beer. Today, this 'reassuringly expensive' lager is commonplace in pubs nationwide. It is a brand that has helped owner Interbrew become, in its own words, 'the world's local brewer'.

What are the main issues facing advertisers?

Fragmentation of media, proliferation of the number of commercial messages and rising costs, all make the task of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands