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Uncensored CMO
Creativity & Consistency: driving growth for the worlds largest beer brands - Marcel Marcondes
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.
42:58
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Quick takeaways
- Marcel Marcondes emphasizes that creativity should be harnessed strategically to solve business problems and enhance consumer engagement.
- The Mega Brands Program enables AB InBev to focus resources on select brands, driving effective market performance and commercial integration.
Deep dives
Career Path to CMO
The journey to becoming the Global Chief Marketing Officer for a major beer company involved a significant career transition from shampoo brands at Unilever to managing beer brands at AB InBev. The transition was not only about product differences but also adapting to a distinct corporate culture characterized by meritocracy and ownership. This new role demanded agility, as one of the first challenges was managing a major brand in decline, which became a valuable learning opportunity. Over time, experiences in various roles, including sales, helped establish a comprehensive understanding of the business, paving the way for progressing to high-level marketing positions globally.
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