How ABInBev become the world’s most effective advertiser in 2022

The journey of Anheuser-Busch InBev (ABInBev) to becoming the world's most effective advertiser was driven by a fundamental transformation of how the company’s marketing function operates.

Takeaways

• Following its success as #1 advertiser in the Creative 100, the brewing giant ABInBev, also now takes top position as the most effective advertiser, rising up from seventh position last year in 2021.
• At the centre of ABInBev’s transformation has been the firm belief that creativity drives outstanding business results. Measuring the correlation between creativity and business results enforces this.
• Creating a marketing culture where creativity can flourish is important. ABInBev’s marketers were encouraged to look at rule-breaking ideas in new ways, not from the perspective of risk.
• Clearly understood processes, internal structures and accountability are key to delivering effective marketing.