AB InBev’s dedication to creativity and innovation in marketing continues to drive their success, making them the first brand to win the prestigious award for two consecutive years.
Anheuser-Busch InBev (AB InBev), the world’s largest brewer, has once again made history by being the first brand to win the prestigious Creative Marketer of the Year award at Cannes Lions for two consecutive years. This achievement showcases their commitment to creative excellence, which has propelled sustainable business growth and garnered numerous Cannes-winning works.
AB InBev’s back-to-back honors highlight their unwavering dedication to embedding creativity at the core of their business. The brewer’s innovative marketing solutions have not only contributed to an all-time high in sales volume and brand power in 2022 but also led them to win an impressive 49 Lions – including 1 Grand Prix, 10 Gold, 19 Silver, and 19 Bronze – across 10 brands from seven countries at 2022 Cannes Lions.
In 2018, AB InBev embarked on a journey to develop a creative excellence program, setting a five-year strategic goal to enhance their creative marketing capabilities and drive organic revenue for the business. This initiative introduced an embedded, sustainable system and culture that prioritized creative problem-solving, resulting in organic growth and improved creative and financial performance.
AB InBev’s Grand Prix win in the Creative Effectiveness Lions category, which recognizes strategies rooted in creativity that drive sustainable business impact over time, is a prime example of their disruptive and game-changing approach. Jury President Raja Rajamannar commended their ‘Contract for Change’ campaign, noting that it goes “above and beyond – it is disruptive, game-changing, and has impact lasting into the future.”
As AB InBev continues to break new ground in the marketing sphere, their sustained success serves as an inspiration for other brands looking to harness the power of creativity to drive growth. By prioritizing innovative solutions and fostering a culture that celebrates creative problem-solving, companies can not only boost their financial performance but also make a lasting impact in their respective industries.
Speaking about this honor, AB InBev’s CEO Michel Doukeris, said, “This is truly unprecedented to win such a prestigious award two years in a row. It is a testament to the creativity of our entire marketing organisation and the relentless focus on connecting in meaningful ways with consumers. Investing in organic growth is our number one priority and this recognition of creativity further demonstrates our brand building excellence.”
Recall Some of AB InBev Brands’ Cannes Lions Winning Work