Uncensored CMO: Creativity & Consistency – Driving Growth for the World’s Largest Beer Brands

Hosted by Jon Evans

Guest: Marcel Marcondes, Global Chief Marketing Officer, AB InBev
Release Date: February 19, 2025

1. Introduction to Marcel Marcondes’ Career

In this engaging episode of Uncensored CMO, host Jon Evans welcomes Marcel Marcondes, AB InBev's Global Chief Marketing Officer. Marcel brings over two decades of experience in marketing, having steered some of the world's most valuable beer brands to prominence.

2. Marcel Marcondes’ Career Path [00:56 -03:52]

Marcel begins by sharing his journey from managing shampoo brands at Unilever to joining AB InBev (ABI) two decades ago. He emphasizes the significance of ABI’s culture of meritocracy and ownership, which has been instrumental in his long tenure.

“What makes me absolutely in love with this company is its culture. A culture of meritocracy, a culture of ownership.”
— Marcel Marcondes [00:56]

Marcel recounts his initial challenge of turning around Brazil’s largest beer brand and his subsequent roles in sales and global brand management, including overseeing Corona in New York.

3. Managing the Largest Beer Portfolio [04:02 -06:25]

Marcel highlights ABI's impressive portfolio, owning 8 out of the top 10 most valuable beer brands worldwide, with Corona recently achieving the number one spot in 2024.

“We own 8 out of the top 10 most valuable beer brands in the world.”
— Marcel Marcondes [04:02]

He underscores the responsibility and privilege of managing such a diverse and powerful brand lineup, which includes a total of 500 brands valued at $20 billion.

4. Strategy for Investment and Brand Focus [04:35 -07:05]

Discussing ABI’s strategic approach, Marcel introduces the Mega Brands program, which focuses investment on 3 to 5 key brands per market to drive growth.

“We need to learn to play with focus. When you understand the consumer basket... we put a disproportionate level of investment and execution into these Mega Brands.”
— Marcel Marcondes [04:35]

This focused strategy has propelled ABI to rank number one in the FE rankings for most effective marketers for three consecutive years.

5. Mega Platforms and Sponsorships [07:05 -09:40]

Marcel elaborates on the Mega Platforms program, where ABI partners with global events like FIFA, the Olympic Games, Roland Garros, and Wimbledon to naturally integrate their brands into key consumer occasions.

“When we put mega brands and mega platforms together as a combo, this is what I believe is making a big difference...”
— Marcel Marcondes [07:05]

He emphasizes aligning sponsorships with events that resonate with beer consumption, enhancing brand connection without disrupting consumer experiences.

6. Case Study: Corona Cero at the Olympics [09:40 -13:09]

One standout initiative was the launch of Corona Cero during the 2024 Olympic Games, expanding the brand into 40 new markets. Marcel explains the strategic alignment with the Olympics, focusing on non-alcoholic options to cater to diverse consumer preferences.

“We were launching Corona Cero in dozens of markets during the Olympic Games.”
— Marcel Marcondes [12:51]

This move not only broadened Corona’s reach but also positioned ABI as a forward-thinking leader in offering varied beer options.

7. Creativity in Marketing [13:09 -16:36]

Marcel discusses the pivotal role of creativity in ABI’s marketing strategy. He introduces the Creative X process, a structured approach ensuring creativity serves to solve business and consumer problems rather than existing for its own sake.

“We use creativity to solve business and consumer problems... that's the right way to use creativity.”
— Marcel Marcondes [13:27]

This philosophy has earned ABI prestigious accolades, including Creative Marketer of the Year at Cannes, underscoring the effective blend of creativity and commercial objectives.

8. Credibility and Investment in Marketing [16:36 -18:11]

Marcel emphasizes that creative effectiveness drives increased investment in marketing. By consistently delivering results, ABI builds credibility within the organization, fostering further growth.

“We talk about driving sustainable growth. Sustainable growth creation means top line, bottom line and brand equity.”
— Marcel Marcondes [16:36]

This balanced focus ensures growth is both profitable and enduring, enhancing brand strength for the future.

9. Consistency in Execution [18:11 -24:16]

A cornerstone of ABI’s success is consistent execution. Marcel cites the Budweiser Clydesdales as an exemplar of maintaining brand heritage while evolving narratives to stay relevant.

“Budweiser and Clydesdales, they're synonyms to Super Bowl.”
— Marcel Marcondes [22:24]

He highlights studies showing that brands maintaining consistent strategies and partnerships with agencies experience compounding returns over time, reinforcing the importance of steady brand management.

10. Campaign Execution and Personalization [24:16 -35:40]

Marcel details how ABI leverages high-profile events like the Super Bowl to showcase multiple brands simultaneously, each tailored to specific market segments. The in-house agency, Draftline, enables personalized marketing at scale, ensuring messages resonate on an individual level.

“We have a simple message: superior is worth playing for... simplicity and consistency go hand in hand.”
— Marcel Marcondes [33:43]

This approach allows ABI to deliver cohesive yet personalized campaigns across various platforms, enhancing consumer engagement.

11. Agency Relationships [35:40 -38:55]

Strong, long-term relationships with creative agencies are vital for maintaining consistency and achieving greatness. Marcel describes ABI’s Justice League, a group fostering deep collaboration and trust with agency partners.

“Greatness comes from trust. Trust takes time to build.”
— Marcel Marcondes [36:33]

By treating agencies as true partners, ABI ensures a unified understanding of brand heritage and business challenges, paving the way for exceptional creative outcomes.

12. Advice for CMOs [38:55 -41:47]

Wrapping up, Marcel offers invaluable advice for CMOs navigating complex, multi-brand environments:

1. Simplify Complexity: “Make complicated things become simple.”
2. Deep Understanding: “Deeply understand your business and deeply understand your consumers.”
3. Bridge Role: Act as a bridge between business objectives and consumer needs to drive growth.

“Keep things simple. Deeply understand your business, deeply understand your consumers.”
— Marcel Marcondes [40:27]

This triad ensures effective marketing strategies that are both impactful and sustainable.

13. Conclusion

Marcel Marcondes’ insights underscore the power of creativity, consistency, and strategic focus in building and maintaining leading beer brands. His holistic approach, blending innovative marketing with steadfast brand management, serves as a blueprint for success in the dynamic world of consumer goods.

“This is what guides all my targets, my personal targets, my variable compensation.”
— Marcel Marcondes [16:36]

As ABI continues to dominate the global beer market, Marcel’s leadership exemplifies how thoughtful marketing drives sustained growth and brand equity.

Notable Quotes:

• “What makes me absolutely in love with this company is its culture. A culture of meritocracy, a culture of ownership.” — Marcel Marcondes [00:56]
• “We own 8 out of the top 10 most valuable beer brands in the world.” — Marcel Marcondes [04:02]
• “We use creativity to solve business and consumer problems... that's the right way to use creativity.” — Marcel Marcondes [13:27]
• “Make complicated things become simple.” — Marcel Marcondes [40:27]

This comprehensive summary encapsulates the pivotal discussions between Jon Evans and Marcel Marcondes, highlighting the strategies and philosophies that propel AB InBev’s remarkable portfolio to the forefront of the global beer industry.