Marcel Marcondes is the CMO of AB InBev, who run the largest portfolio of beer brands in the world. Stella Artois, Corona, Michelob Ultra and Budweiser are all under the marketing leadership of Marcel. Through creativity and consistency, AB InBev have produced some of the most effective campaigns of the past few years, often topping out the System1 charts. This has led to Marcel and his team to win some incredible awards, including WFA marketer of the year (Marcel) and most effective marketer of the year by the Effies (AB InBev).Timestamps00:00 - Intro 00:48 - Marcel’s journey to running the biggest portfolio in the world 03:51 - The global beer brands Marcel oversees 04:27 - How to manage such a large portfolio of brands 07:04 - Being the most effective marketing team for the past 3 years 09:39 - The Olympics partnership 13:08 - How important is creativity to deliver effectiveness 16:35 - How to demonstrate the power of marketing internally 18:10 - Why campaign consistency is so important for AB InBev 21:25 - The most effective ad by AB InBev 22:39 - Having 4 brands with Super Bowl ads 24:53 - Stella Artois 2025 Super Bowl ad with David Beckham 30:20 - Michelob Ultra at Super Bowl 33:29 - Executing a campaign across platforms 36:18 - The relationship with creative agencies 40:07 - Marcel’s advice to CMOs

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