AB InBev restructures with new CMO to report into chief growth officer
Niamh CarrollThe drinks giant is aligning marketing, B2B and direct-to-consumer under the leadership of its newly-created chief growth officer.
AB InBev CEO: Creative power drives efficiency
Michaela JeffersonThe drinks business says its strong growth over the past financial year is a result of its progress in DTC, innovation and marketing efficiencies.
How Budweiser flipped the script to become the world’s most-talked about drink
Marketing Week ReportersWhen everyone was talking about Messi, Budweiser and Copa90 created a campaign that would ensure the drinks brand was seen as more than just a mere part of the conversation.
Camden Town Brewery on ‘growing its meaning’ with national TV debut
Manny PhamThe TV campaign, talking up the freshness of its beers, is part of a wider push to make Camden Town Brewery a household name.
Bud Light on why its ‘fun brand personality’ will be key to cracking hard seltzer
Manny PhamWith the launch of Bud Light Seltzer, Budweiser wants to use its trademark humour to demystify hard seltzers and become a leader in the nascent UK category.
Going for gold: Meet the brands revving up for a delayed summer of sport
Matt BarkerThe postponement of the Tokyo Olympics and Euro 2020 tournament may have given sponsors time to rethink and restrategise, but a year on they want sports fans to start believing the hype.
Stella Artois on creating ‘psychologically safe’ spaces for marketers
Manny PhamStella Artois global vice-president Tim Ovadia believes Gen Z marketers are more receptive to autonomy and creating space attracts diverse talent, which in turn helps foster an “ownership mentality” .
AB InBev: Creativity can solve people’s problems and marketing should be ‘flying the plane’
Manny PhamThe drinks giant set up an growth taskforce last year that meets every two weeks to discuss new ideas and creative solutions for problems.
Corona vs coronavirus: Why ‘doing nothing’ helped the brand grow
Manny PhamThe brand says the connection between Corona and coronavirus hasn’t had a negative impact, and it now setting its sights on attracting new beer drinkers by focusing on the fact it is made from 100% natural ingredients.
Stella Artois brings back ‘Reassuringly Expensive’ to celebrate pubs reopening
Matthew ValentineStella Artois is hoping to capitalise on the surge in consumer demand for trusted brands with the temporary return of its classic ‘Reassuringly Expensive’ tagline, as it celebrates the reopening of UK pubs.
Why Stella Artois is focusing on ‘art, not advertising’ as it looks to drive reappraisal
Matthew ValentineThe Belgian beer brand is seeking a return to its ‘innovative’ heyday with a fresh focus on artistry and a global rollout of its restaurant concept, Frites Artois.
‘We’re building the plane while flying it’: AB InBev on the growth of its in-house agency
Molly FlemingAB InBev’s in-house agency draftLine has quadrupled in size since it began in 2019 and is now setting its sights on a new test and learn lab.
The first ‘drinkable’ TV ad: How Camden Town Brewery is finding ‘creative ways to be frugal’
Molly FlemingCamden Town Brewery focused on ROI and creativity during lockdown to improve the effectiveness of its marketing and it is taking lessons from that through to its new TV ad, which it claims is the first ‘drinkable’ TV spot.
Budweiser celebrates the return of football with new ‘Whassup’ ad
Sarah VizardThe beer brand is shifting the focus of its sponsorship of the Premier League to the fans at home as football returns to TV screens.
Coke, AB InBev, British Heart Foundation: 5 things that mattered this week and why
Marketing Week ReportersFrom Coca-Cola laying out its plans for post-lockdown recovery to AB InBev launching an app to educate consumers about the beauty of beer, catch up on all this week’s biggest marketing news.