Why failure helps create better marketers
Lucy TesserasThe word ‘failure’ conjures up many negative connotations, but it shouldn’t always be seen a bad thing because marketers often learn far more when things go wrong.
‘Fast and cheap’: How AB InBev is driving innovation
Lucy TesserasBy uniting marketing and innovation under the remit of global CMO Pedro Earp, AB InBev has cut development timelines from two years to just 36 days.
AB InBev launches in-house agency to help ’embrace creativity’
Molly FlemingThe world’s biggest brewer has created its first in-house agency in Europe covering social listening, content creation and digital media buying as it looks to speed up production times and “inspire” its marketers to be more creative.
Was AB InBev right to choose Budweiser over Stella Artois as the name for its UK business?
Molly FlemingThe world’s biggest brewer has changed its name in the UK as it looks to raise the profile of the business and become as famous as its brands.
AB InBev rebrands to Budweiser Brewing Group in the UK as it looks to become ‘more recognisable’
Molly FlemingThe world’s biggest brewer hopes using the “power and recognition of the Budweiser brand” will create a more well-known corporate identity for business in the UK and Ireland.
AB InBev’s UK marketing boss: Don’t underestimate the importance of culture when taking on a new job
Molly FlemingMany marketer look to move between sectors to help accelerate their career but AB InBev’s UK and Ireland marketing director Tatiana Stadukhina says there are challenges so it’s important to ensure the culture is a good fit.
Less politics, more female power: What to expect from this year’s Super Bowl ads
Erin LyonsThe Super Bowl is a colossal platform for advertisers, which this year sees female-focused brands including Olay and Bumble make their debut, alongside the usual parade of celebrity-fuelled show-stoppers.
AB InBev brings together marketing and innovation in new global CMO role
Sarah VizardThe brewer has appointed a new global CMO as it looks to bring marketing and its VC fund ZX Ventures closer together in a bid to scale innovations more quickly.
AB InBev plots strategy to make the company as famous as its brands
Molly FlemingThe brewer’s northern European marketing boss discusses how to build the company’s brand, restructuring the marketing teams and why the unique pressure is how it attracts top tier talent.
Budweiser unveils its biggest ever global campaign ahead of the FIFA World Cup
Erin LyonsAB InBev’s CMO says Budweiser’s new campaign aims to inspire, engage and energise the 3.2 billion football fans tuning into the biggest sporting event in the world this summer.
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Budweiser Prohibition on becoming ‘the Coke Zero’ of non-alcohol beer
Leonie RoderickThe non-alcoholic beer, which launched in the UK last month, is looking to stand out with a “sleek and premium” design and by talking up its “authentic” taste.
Bud Light hails relaunch a success as it looks to ‘cement’ positioning with TV push
Leonie RoderickThe low-alcohol beer brand is boasting of a 27% repeat purchase rate since its return to the UK market this year, and claims young people who have fallen out of love with beer are among its biggest customers.
Corona, Innocent and AEG on what it takes to launch a music festival
Thomas HobbsAs the Summer festival season comes to a close, Marketing Week asks marketers whether it’s worth the risk trying to create the next Glastonbury.
AB InBev on how it plans to surpass Heineken in the UK
Leonie RoderickThe beer giant has ambitions to surpass Heineken to become the UK’s biggest brewer, and will be looking to more brand partnerships and responsive marketing to make this happen.