The WARC Podcast CMO Conversations: AB InBev’s Creative Effectiveness Transformation
Jul 2, 2024
AB InBev's CMO, Marcel Marcondes, discusses creative effectiveness, iconic brand focus, consumer behavior shifts post-pandemic, simplifying the brand portfolio, embracing marketing changes, receiving awards in creative marketing, sponsorship strategies, personalized advertising, AI integration, and brand safety in marketing.
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Run Insights Like A Newsroom
- Treat insights like a newsroom: use social listening and daily meetings to surface culturally relevant opportunities.
- AB InBev runs newsroom meetings and an app across ~30 countries to push real-time alerts to marketers.
Awards Were A Byproduct Of Brand-Led Growth
- Awards were not a target but a byproduct of focusing on brand building and organic growth through creativity.
- Marcel explains creative success grew from shifting from acquisition-led growth to an organic, brand-driven growth algorithm.
Systematise Creativity With A Global Process
- Implement repeatable processes to scale creative effectiveness across regions, not rely on individual talent.
- AB InBev's CreativeX includes asking for creativity, judging ideas, external inputs, and annual global celebrations with training.