The Cannes Lions festival commenced with an enlightening seminar featuring Marcel Marcondes, Chief Marketing Officer of AB InBev. Marcondes, representing the global beverage company, shared insights into their unwavering pursuit of meaningful consumer connections and their dedication to creativity as a catalyst for growth. Held at the Lumiere Theatre in Palais I, the session shed light on AB InBev's journey towards developing a creative excellence program. In 2018, AB InBev embarked on a mission to enhance their creative marketing capabilities and drive organic revenue for the business, setting a five-year strategic goal. Marcondes, the first-ever two-time winner of the Creative Marketer of the Year award, generously shared their learnings for the betterment of the wider industry. The seminar emphasized AB InBev's commitment to placing creative problem-solving at the core of their business. While this approach comes with its challenges, it has resulted in record-breaking sales volume and brand power for the company. AB InBev's strategic goal of improving creative marketing capabilities and generating organic revenue for the business was showcased during the session, providing valuable insights into their efforts. By sharing their knowledge and democratizing the lessons learned, AB InBev contributes to the growth of the entire industry, displaying a true spirit of collaboration. The seminar aimed to inspire attendees by prompting them to contemplate the impact of creativity on their professional journey. Themes discussed included creative impact, culture, talent, as well as the latest industry trends and insights. AB InBev brilliantly demonstrated how creativity can be a powerful driver of growth and commercial success. Their commitment to creative excellence and willingness to share their experiences serve as an inspiration to the entire industry.

Article written by Adrien M