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.
27:43
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Quick takeaways
- AB InBev emphasizes experiential marketing to align with consumer trends towards living in the present.
- Leveraging AI, AB InBev focuses on personalization at scale and brand safety to drive consumer connections and loyalty.
Deep dives
AB InBev Leads in Beer Industry with Iconic Brands
AB InBev, led by global CMO Marcel Marcondes, boasts iconic brands like Budweiser and Corona, with 8 of their brands ranking in the top 10 beer brands worldwide. By focusing on simplifying their portfolio and investing in experiential marketing, AB InBev capitalizes on consumer shifts towards living in the present, aligning with the beer's role in celebratory moments.
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