AB InBev turns copytesting into a driver of creativity

Anheuser-Busch InBev, the brewer, modified its approach to testing advertising in a way that has nurtured ideas rather than simply approving or rejecting ads based on simplistic scores.

Budweiser spent an estimated $5 million on a 2018 Super Bowl ad that not only didn’t feature any prancing Clydesdales, but didn’t even talk about beer.

Instead, the message showcased employees at one of its breweries filling cans with water...