How AB InBev infused core business with creativity: The beer giant's global chief marketing officer says approaching consumers as people, not statistics, is a 'gigantic shift in mindset'.

Cannes Lions' recognition of Anheuser- Busch InBev as its 2022 Creative Marketer of the Year is an especially gratifying one because it validates the global brewer's long ambition to make advertising that serves consumers, business and society together, said Marcel Marcondes, its newly named global chief marketing officer. How AB InBev infused core business with creativity: The beer giant's global chief marketing officer says approaching consumers as people, not statistics, is a "gigantic shift in mindset" Marcondes took the role after previously serving as AB InBev's U.S. CMO, and more recently, president of its Beyond Beer business. [Extracted from the article]