Brand-building is akin to a marriage, requiring equal commitment from both clients and agencies, says AB InBev’s global Chief Marketing Officer Marcel Marcondes. Speaking at the Cannes Lions Festival on June 18, Marcondes emphasized the shared responsibility in creating successful brands through creativity.
“Building brands is like marriage. It’s always a 50/50 responsibility between us clients and agencies. We co-own this thing, so this is why we take it extremely seriously,” Marcondes stated.
He highlighted the importance of trust and risk-taking in achieving excellence. Marcondes praised AB InBev’s agency partners, referring to them as “superheroes” and detailing how the company’s “Justice League” of key agency partners meets regularly to foster these critical relationships.
Focusing on the commercial value of creativity, Marcondes described it as a tool for solving business and consumer challenges. AB InBev’s CreativeX initiative exemplifies this approach, training marketers worldwide to effectively seek and evaluate creative work. This program includes components like Creative Critique, Creative Braintrust, Creative Council, and internal CreativeX Awards, ensuring creativity is a consistent practice across the organization.
“We don’t do creativity for creativity’s sake. Creativity needs to have a purpose, a reason, a mission. And this is what really makes creativity a competitive advantage,” Marcondes argued.
As a market leader, AB InBev aims for organic growth driven by strong brands. Marcondes compared this to piloting a fighter jet, emphasizing the pressures and rapid decision-making required. The company’s Mega Brands program categorizes brands globally, prioritizing investments in those with the most potential for long-term growth.
Understanding consumer preferences is central to AB InBev’s strategy. Marcondes cited the example of the Ze Delivery app in Brazil, which leveraged consumer insights about football rivalries to drive significant growth. This focus on consumer behavior reflects the company’s commitment to delivering bold experiences, particularly for younger generations.
Reflecting on AB InBev’s recognition as Cannes Lions Creative Marketer of the Year in 2023, Marcondes stressed the importance of consistency in driving growth through creativity. “If you really believe that creativity is a true competitive advantage if used the right way, we need to make it an always-on practice in the way we work every day,” he concluded.
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