Marcel Marcondes

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.

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.

Marcel Marcondes, Global CMO at AB InBev, discusses the importance of brand in driving growth. AB InBev's success with brands like Budweiser and Corona in the top 10 most valuable global beer brands. They focus on building iconic brands with global consistency and local relevance. Explore how Corona became the most valuable beer brand by combining functional and emotional elements. Learn about AB InBev's strategies for identifying new spaces for brand growth through consumer insights and their partnership with the International Olympic Committee in the non-alcoholic beer market.

Marcel Marcondes, the CMO of ABInBev, discusses the critical shift from mere visibility to true relevance in advertising. He emphasizes the power of authenticity and creativity, especially in today's socially conscious climate. The conversation touches on the vibrant interactions at Cannes and how brands can engage more meaningfully with their audiences. They also explore the industry's struggle to adapt to new formats like TikTok, gaming, and NFTs, while fostering hope for innovation in marketing.

In this engaging discussion, Marcel Marcondes, CMO of ABInBev and marketing expert, dives into the essence of brand relevance in today's ad landscape. He explores the challenge larger brands face in maintaining authenticity compared to smaller ones. The conversation highlights the importance of balancing reach with genuine connections, critiques the industry's attachment to traditional formats like television, and embraces new mediums such as streaming and gaming. Audiences will gain valuable insights on navigating today's marketing dynamics.