Creativity & Consistency: driving growth for the worlds largest beer brands - Marcel Marcondes

Marcel Marcondes is the CMO of AB InBev, who run the largest portfolio of beer brands in the world. Stella Artois, Corona, Michelob Ultra and Budweiser are all under the marketing leadership of Marcel. Through creativity and consistency, AB InBev have produced some of the most effective campaigns of the past few years, often topping out the System1 charts. This has led to Marcel and his team to win some incredible awards, including WFA marketer of the year (Marcel) and most effective marketer of the year by the Effies (AB InBev).

Timestamps

00:00 - Intro
00:48 - Marcel’s journey to running the biggest portfolio in the world
03:51 - The global beer brands Marcel oversees
04:27 - How to manage such a large portfolio of brands
07:04 - Being the most effective marketing team for the past 3 years
09:39 - The Olympics partnership
13:08 - How important is creativity to deliver effectiveness
16:35 - How to demonstrate the power of marketing internally
18:10 - Why campaign consistency is so important for AB InBev
21:25 - The most effective ad by AB InBev
22:39 - Having 4 brands with Super Bowl ads
24:53 - Stella Artois 2025 Super Bowl ad with David Beckham
30:20 - Michelob Ultra at Super Bowl
33:29 - Executing a campaign across platforms
36:18 - The relationship with creative agencies
40:07 - Marcel’s advice to CMOs