Anheuser-Busch InBev puts marketing creativity on tap

Anheuser-Busch InBev, the brewing giant, believes that creativity will play a vital role in driving growth at a time of enhanced disruption.

Marcel Marcondes is brewing up a new vision for Anheuser-Busch InBev’s marketing.

And one core area of focus, the brewer's US chief marketing officer confessed, can partly be credited to a rival company. The organization in question was Heineken, and the main point of inspiration came when it took the title of “Creative