February 19, 2025

Ep.

176

42:58

MIN

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

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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).

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Creators and guests

Jon Evans

Host

Jon Evans

Host of Uncensored CMO

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Timestamps

Intro

Marcel’s journey to running the biggest portfolio in the world

The global beer brands Marcel oversees

How to manage such a large portfolio of brands

Being the most effective marketing team for the past 3 years

The Olympics partnership

How important is creativity to deliver effectiveness

How to demonstrate the power of marketing internally

Why campaign consistency is so important for AB InBev

The most effective ad by AB InBev

Having 4 brands with Super Bowl ads

Stella Artois 2025 Super Bowl ad with David Beckham

Michelob Ultra at Super Bowl

Executing a campaign across platforms

The relationship with creative agencies

Marcel’s advice to CMOs

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