MERCADEO Versión en español

Adolfo Gomez of Anheuser Busch InBev: Growth is by synergy between creativity and Culture & Capabilities

Claudia Smolansky| 21 de noviembre de 2022

ABInBev AWLatam

Rodolfo Vargas Bezaury, Draftline director at Anheuser Busch InBev, and Adolfo Gomez Arce Rodriguez, creative and finance director with AB InBev, discussed how creativity can drive the growth of a business, and in this case, how AB InBev managed to become the biggest beer producer in the world. Gomez recalled that the brewery’s evolution began in 2013 with the purchase of the Modelo Group, followed by the taking over of SABMiller in 2016.“We understood the need to optimize the business, to lead and grow in this category and monetize the system. And to achieve that growth, we put together a special organization within the marketing team and employed growth platforms,” Vargas said.He also noted that AB InBev has set inclusiveness among its company values, in that it promotes beer to women and other communities that could use a little help. Insights, strategy and innovation are three fundamental elements that the executives have established for the growth of the business, elements that have produced a range of results like ready-prepared drinks, seltzer and pre-mixed beer. But Gomez principally pointed out that the synergy between the Draftline agency and its unity of Culture & Capabilities has been essential for the growth of the business.“We promote a mentality of learning and create a sound space for developing creativity,” he said.Draftiline is the in-house agency of AB InBev, which in turn has conceptualized campaigns with different partners such as Fishing Tournament, a prizewinner at Cannes Lions this year. “We understand that it’s not an isolated effort,” Vargas said.From Culture & Capabilities they established three pillars starting with a marketing academy, which is a platform with a course that every marketing team in the world can use. This pillar is also based on inspiration and then on implementation. Next, they have Creative X, for the purpose of training, inspiring and debating ideas, and finally, alliances with partners and agencies like BBDO, Ogilvy, GUT, and platforms like Meta. “Creativity is needed to solve the problems of both individuals and businesses. And what is great for brands and people will also be great for businesses and their growth,” Gomez concluded.

Diario de Hoy

viernes, 27 de septiembre de 2024

Image

Paula Feged de Festival ElDorado: La creatividad colombiana es un producto de exportación tan fuerte como el café y las flores

Image
LATAM

• Mariana Cavalli de American Express: Buscamos conectar tanto con individuos como con empresas sdfsdf sdfdsfds sdfsdfds sdfdsf

• Nace GRANDE, una plataforma de formación innovadora para futuros publicitarios en Venezuela

• Rocknrolla.23 retrata el legado de Grupo AG con Andy García como actor principal

• Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

Image
MULTICULTURAL

• Equativ expande su división de retail media con la adquisición de Kamino Retail

• IAB Tech Lab presenta PAIR una nueva herramienta para la publicidad digital más segura y privada

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

Image
LATAM
Image
Image
Image
Image
Image
MULTICULTURAL
Image
Image
Logo IAB Tech
Image
PRODU
Resumen de privacidad

Esta web utiliza cookies para que podamos ofrecerte la mejor experiencia de usuario posible. La información de las cookies se almacena en tu navegador y realiza funciones tales como reconocerte cuando vuelves a nuestra web o ayudar a nuestro equipo a comprender qué secciones de la web encuentras más interesantes y útiles.