Anheuser-Busch InBev – the parent company of Busch, Budweiser, Michelob, Rolling Rock, and Natural Light – is brewing up a new approach to agency collaboration.
Jodi Harris, InBev’s vice president of marketing, culture and learning, described its emerging model as leveraging “the power of nimble collaboration".
This shift in thinking was necessitated in part by a changing beer market featuring “hyper-competition” from other national brands and a score of craft breweries, she told delegates at the Association of National Advertisers’ (ANA) 2019 Advertising Financial Management Conference in Phoenix, Arizona....