In the world of advertising and marketing, winning a Cannes Lions award is akin to winning an Oscar. It signifies not just creativity, but also innovation, impact, and effectiveness. AB InBev, the global brewing giant behind brands like Budweiser, Stella Artois, and Corona, made waves by clinching not one, but two prestigious Creative Marketer of the Year awards at Cannes.

Five years ago, AB InBev set out to become the best company in the world at creative effectiveness, to get closer to their consumers, and respond more quickly to their needs and trends. They scaled marketing culture and capabilities, adopted new processes, recruiting specialised talent and collaborated with strong creative partners to build a culture of creativity across the company.

“Creativity becomes a competitive advantage when used to solve consumer and business problems,” said Marcel Marcondes, Chief Marketing Officer of AB InBev.

“Considering AB InBev’s continued commitment to placing creativity at the center of its business, resulting in increased creative and financial performance, we have named ABI the Cannes Lions Creative Marketer of the Year in 2023,” said Simon Cook, CEO of Cannes Lions. “ABI is the first brand to be awarded for two consecutive years. This win bucks the trend and demonstrates an on-going commitment to creativity as a driver for growth.”

Richard Oppy is the Vice President of Premium Co at AB InBev, the world’s leading brewer and he is coming to Australia to talk to us about AB in Bev’s journey of growth.