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

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...