Shauna Lewis
Mar 17, 2023

Cannes Lions names creative marketer of the year

Award honours brand that has developed a reputation for creative marketing

Cannes Lions names creative marketer of the year

Cannes Lions has named Anheuser-Busch InBev (AB InBev) as creative marketer of the year for the second year running.

The brewing giant becomes first brand owner in history to be given the award two years in a row. The award honours marketers from companies that have produced Cannes Lions-winning work and developed a reputation for creative and innovative marketing.

Simon Cook, chief executive of Lions, said the brand had “embedded a culture that ensures continued success is inevitable” and added: “This win bucks the trend and demonstrates an ongoing commitment to creativity as a driver for growth.”

Last year, AB InBev won 49 Lions: one Grand Prix, 10 gold, 19 silver, and 19 bronze. The Grand Prix was in the Creative Effectiveness Lions, and won for “Contract for change”, with FCB Chicago for Michelob Ultra Pure Gold.

The work aimed to eliminate barriers for farmers to transition to organic farming practices.

Michel Doukeris, chief executive of AB InBev, called the win “truly unprecedented” and said: “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.”

In 2018, the beverage company set a five-year strategic goal to improve its creative marketing capabilities. In 2022 it generated $57.8bn in revenue, compared with 2021 when it generated $54.3bn in revenue.

Ab InBev is home to brands including Budweiser, Corona and Stella Artois.

 

 

Source:
Campaign UK

Related Articles

Just Published

1 day ago

Agency Report Card 2024: Ogilvy

Ogilvy APAC celebrated a strong creative year in 2024, clinching top regional honours at Cannes Lions. Yet operational headwinds, particularly in China, tested its resilience and reshaped its growth strategy.

1 day ago

Campaign Global Agency of the Year Awards 2024: ...

Ogilvy and UM win global network of the year awards for creative and media respectively, while Special agency in New Zealand earns Asia-Pacific network of the year.

1 day ago

Apple Watch’s heart story strikes a chord in Japan

Apple’s new Japan campaign tells the real-life story of a heavy metal fan whose Apple Watch alerts help detect a life-threatening heart condition just in time.

1 day ago

2025 Cannes Contenders: RGA creatives weigh in

A ubiquitous surname, a sexually transmitted infection, the printing of memories and an animal god that helps gamers might all bring fame glory to campaigns in Cannes next week.