From Advertiser to Experience Architect: How AB InBev is Redefining Brand Value

How the world’s biggest brewer is redefining marketing by placing consumer experience at the heart of brand building.

At a time when attention is fragmented and brand loyalty is hard-won, AB InBev’s Global Chief Marketing Officer, Marcel Marcondes, is on a mission to transform the role of marketing itself. His message to industry peers is unambiguous: stop selling products, start delivering experiences.

Speaking at Cannes Lions Festival of Creativity on the 15th June, Marcondes outlined how AB InBev the world’s largest brewer and parent to eight of the world’s top 10 most valuable beer brands is re-engineering marketing from the ground up to meet the demands of the $8 trillion experience economy. With consumers now spending 65% more on experiences than a decade ago, this strategic pivot is not only timely but deeply necessary.

The Experience Economy: Time Well Spent

Framing his approach around a powerful idea that the most valuable commodity today is "time well spent" Marcondes made it clear that brands must move beyond transactional relationships. AB InBev has repositioned its marketing model to make e…