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".

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Jodi Harris, vice president of marketing, culture and learning, Anheuser-Busch InBev

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.

InBev remains the heavyweight in the US market, with a 47% share of $100 billion in annual beer sales. But Bud Light and Budweiser, its two marquee brands, have faced major headwinds in recent years. Bud Light’s dollar sales declined 5.5% last year, while Budweiser’s fell by 4.5%, according to IRI, the research firm.