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

This podcast interviews Marcel Marcondes, AB InBev's Global CMO, about his career and marketing strategies. The conversation covers his career progression, AB InBev's "Mega Brands" portfolio strategy (focusing investment on a select few high-growth brands), and their approach to creative marketing, emphasizing effectiveness over mere creativity. Marcondes highlights the importance of consistency in branding and agency relationships, citing examples like Budweiser's Clydesdales and Corona's Super Bowl campaigns. He advises CMOs to simplify complex issues, deeply understand their business and consumers, and foster strong, long-term agency partnerships for sustained success.

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

Uncensored CMO

Introduction of Marcel Marcondes and His Career Path

Managing AB InBev's Extensive Beer Portfolio and Marketing Strategy

Corona's Olympic Sponsorship and Non-Alcoholic Expansion

The Role of Creativity in AB InBev's Marketing Effectiveness

Building Marketing Credibility and the Importance of Consistency

AB InBev's Multi-Brand Super Bowl Strategy

Stella Artois Super Bowl Campaign and Brand Heritage

Michelob Ultra's Super Bowl Campaign and Target Audience

Executing Marketing Campaigns Across Multiple Channels and Building Agency Relationships

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

Uncensored CMO

00:06Introduction of Marcel Marcondes and His Career Path

Introduction of Marcel Marcondes and His Career Path

02:06Managing AB InBev's Extensive Beer Portfolio and Marketing Strategy

Managing AB InBev's Extensive Beer Portfolio and Marketing Strategy

09:40Corona's Olympic Sponsorship and Non-Alcoholic Expansion

Corona's Olympic Sponsorship and Non-Alcoholic Expansion

13:17The Role of Creativity in AB InBev's Marketing Effectiveness

The Role of Creativity in AB InBev's Marketing Effectiveness

16:07Building Marketing Credibility and the Importance of Consistency

Building Marketing Credibility and the Importance of Consistency

22:00AB InBev's Multi-Brand Super Bowl Strategy

AB InBev's Multi-Brand Super Bowl Strategy

25:02Stella Artois Super Bowl Campaign and Brand Heritage

Stella Artois Super Bowl Campaign and Brand Heritage

30:20Michelob Ultra's Super Bowl Campaign and Target Audience

Michelob Ultra's Super Bowl Campaign and Target Audience

33:31Executing Marketing Campaigns Across Multiple Channels and Building Agency Relationships

Executing Marketing Campaigns Across Multiple Channels and Building Agency Relationships