Marcel Marcondes is brewing up a new vision for Anheuser-Busch InBev’s marketing.

And one core area of focus, the brewer's US chief marketing officer confessed, can partly be credited to a rival company. The organization in question was Heineken, and the main point of inspiration came when it took the title of “Creative Marketer of the Year” at the Cannes Lions International Festival of Creativity in 2015.

“They said that to have creative work – good creative work – is a decision you make. I agree with that. It's a decision you make, because you have the work that you deserve to have. You usually have the work that you ask your agencies to give you,” he said.

“We’re known for our tradition in beer, and also for our connection in culture. But now we want to be known by our creative power, because we fully, absolutely, radically believe that this is the only way for us to drive growth now, and in the future.”