“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.”
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...