Anheuser-Busch InBev puts marketing creativity on tap

Stephen Whiteside

Anheuser-Busch InBev, the brewing giant, believes that creativity will play a vital role in driving growth at a time of enhanced disruption.

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...

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