An understanding of sales is essential for marketers to help grow a business, argues Corona vice-president Felipe Ambra, as well as working with the right people and knowing how to get to great ideas.
Corona has opened an island off the coast of Colombia, designed to embody its brand purpose and promote escapism and sustainability.
AB InBev’s in-house agency lead argues companies need to democratise creativity across all teams, not just marketing, in order to achieve business success.
The founder of AB InBev’s in-house agency draftLine believes the media industry will continue to make a “directional shift” towards attention as a primary trading metric.
The drinks giant is aligning marketing, B2B and direct-to-consumer under the leadership of its newly-created chief growth officer.
The drinks business says its strong growth over the past financial year is a result of its progress in DTC, innovation and marketing efficiencies.
When 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.
The TV campaign, talking up the freshness of its beers, is part of a wider push to make Camden Town Brewery a household name.
With 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.
The 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 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” .
The drinks giant set up an growth taskforce last year that meets every two weeks to discuss new ideas and creative solutions for problems.
The 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 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.
The 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.