SAB Miller opts for a global approach to digital

SAB Miller is to ramp up its use of digital marketing for global brands such as Miller Genuine Draft and Peroni as it looks to “think digitally” when planning communications.

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The brewer, which sells beer in six continents, plans to take a more global approach when planning digital marketing activity.

The Peroni maker is investing in its digital marketing team as it looks to coordinate the use of digital platforms across the world. Plans include developing more above-country and above-region activity.

Local campaigns will continue to be developed and planned on a regional or country basis but a yet to be appointed group head of digital will coordinate and share best practice from around the business.

SAB Miller operates in 60 countries with brands such as Miller Genuine Draft, Grolsch, Pilsner Urquell as well as Peroni available across the world.

The company has local deals with brewers that see some of its brands marketed by other companies in other countries. Molson Coors, for example, markets Grolsch in the UK.

A recruitment ad for the group head of digital role states that the successful candidate will be charged with “systemically raising our standards in the area of digitally enabled brand communication”.

It goes on to say that the group head of digital will “promote excellence in thinking digitally about all aspects of brand communications. And driving the group wide agenda to make this reality”.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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