AB InBev: Creativity can solve people’s problems and marketing should be ‘flying the plane’
AB InBev says when it comes to creativity, marketing should be responsible for “flying the plane” as it looks to deal with emerging ‘new normal’ trends.
“We don’t want to just go back to the old normal. We want to make it better, and we want to come back even stronger,” said AB InBev global brands vice-president Richard Oppy, talking at Advertising Week Europe.
He highlighted a number of lessons AB InBev has taken from adapting to the the changing landscape over the past year that continue to inform future plans. These include putting people first, embracing the acceleration to ecommerce, speed over perfection, learning to prioritise and taking action over words.
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