Anheuser-Busch InBev, the brewing giant, believes that creativity will play a central role in driving growth and differentiation at a time of rapid disruption.

Marcel Marcondes, AB InBev’s US chief marketing officer, discussed this subject at an event co-hosted by the brewer, along with Cannes Lions, MediaLink and WARC, three companies owned by Ascential.

“We’re known for our tradition in beer, and also for our connection in culture,” he said. (For more, read WARC’s free-to-access report: Anheuser-Busch InBev puts marketing creativity on tap.)

“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.”

Alongside tackling the rise of craft beers and health-conscious consumers, a transformation in the media space has made the battle for attention increasingly fierce.

“I think that creativity is one of the biggest solutions for companies, like us, that need to reinvent themselves and to get adapted to the new world. And that's what we're really, really doing,” he said.

“Creativity has always been relevant. But maybe this is the peak of that relevance, because people don’t care about us, people don’t pay attention to what we do, people don't pay attention to what we say. Unless we really become relevant to them, we are dead.”

One aim for AB InBev, according to Marcondes, is to have its excellence in this area recognised at the Cannes Lions International Festival of Creativity.

“Our goal is to become ‘Creative Marketer of the Year,’” he said. And while the owner of Budweiser, Corona, and Stella Artois has won this accolade before, “we want to be back” on the stage to reclaim the prestigious honor, Marcondes added.

Beyond this, however, the objective is to enhance hard business metrics with powerful creativity. “Ultimately, our goal is to lead growth generation in our industry,” Marcondes continued.

“And this is why we talk about creativity every day – not only because it's fantastic, not only because it's the best part of my job for sure, but because we have a clear belief that this is the way to get to growth.”

Sourced from WARC