AB InBev’s earned-media programs increase audiences and cut costs

Geoffrey Precourt

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

“If it ain't broke, break it,” counsels Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation.

“Our idea and philosophy are to try new things. We need to be able to move with the changing environment; we need to be more disruptive.”

Lucas Herscovici, Global Marketing VP/Consumer Connections, Insights and Innovation, Anheuser-Busch InBev

Addressing delegates at the Association of National Advertisers’ (ANA) 2018 Media Conference in Orlando, Florida, Herscovici was particularly critical of legacy models of advertising: “We need to be able to stop interrupting and start attracting our consumers. We need to make content that is culturally...

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