Uncensored CMO Creativity & Consistency: driving growth for the worlds largest beer brands - Marcel Marcondes
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Feb 19, 2025 Marcel Marcondes, Global CMO of AB InBev and award-winning marketer, delves into his role overseeing major beer brands like Stella Artois and Budweiser. He discusses the importance of creativity and consistency in driving successful marketing campaigns. Marcel highlights the innovative strategies behind Super Bowl ads and the Mega Brands Program, which enhances brand alignment with consumer behavior. He also shares insights on fostering effective partnerships with creative agencies and adapting to evolving consumer preferences in a competitive market.
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Marcel's Career Journey
- Marcel Marcondes started at Unilever, managing shampoo brands for 8 years.
- He transitioned to AB InBev 20 years ago to manage beer brands, starting with a declining brand in Brazil.
Mega Brands Program
- AB InBev follows a "Mega Brands Program" focusing investment on a few high-growth brands.
- This focused approach allows for better commercial integration and stronger brand building.
Mega Platforms Program
- AB InBev's Mega Platforms Program involves partnering with events like the Olympics and Super Bowl.
- These platforms provide natural beer occasions and opportunities to connect with consumers.