AB InBev in-house agency delivers alignment legacy shops can’t match

Anheuser-Busch InBev, the brewing giant, has built significant in-house agency capabilities through its draftLine unit, which functions in several countries.

The simple truth for Anheuser-Busch InBev is that “the incentives of our agency partners just didn't really align to the core cultural principle of AB InBev ownership.”

As global vp of draftLine, the international brewer’s in-house agency, Tracy Stallard understands the benefits of assuming direct control of various marketing responsibilities - which, in the US, include social and digital marketing, TV production, radio, packaging, out-of-home, data collection and email marketing for over 40 brands - rather than outsourcing to agencies.

“‘Ownership’ means that, ultimately, we’re here to sell more beer and to make sure that our business is here in...

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