WARC Rankings 2022: How ABInBev became the world’s most effective advertiser

Anna Hamill

Following its success as #1 advertiser in the Creative 100, the brewing giant AB InBev also now takes top position as the most effective advertiser, rising up from seventh position last year in 2021.

The journey of Anheuser-Busch InBev (ABInBev) to becoming the world’s effective advertiser was driven by a fundamental transformation of how the company’s marketing function operates, according to ABInBev’s Global Chief Marketing and ZX Ventures Officer, Pedro Earp.

Describing the company’s ascent to the top of the 2022 WARC Rankings as a “dream come true”, Earp considers the business’s focus on creativity and structuring for marketing effectiveness as key pillars of its success.

“There was a lot that went into this common dream around the company, focusing on the people to do that, and establishing the processes that took us to...

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