“This subsequent section of our transformation requires that we mix our inside capabilities with the exterior media and knowledge ecosystem to allow deeper client understanding and the creation of campaigns which interact shoppers in additional significant and related methods. We have now invited incumbent company companions to hitch us on this course of and could have an replace on the end result in spring 2022,” Luiz Barros, VP of the brewer’s international media and knowledge heart of excellence, stated in an announcement.
The brewer final performed a media company evaluate in 2017 when Dentsu’s Vizeum gained nearly all of the enterprise: media planning and shopping for duties within the U.S., Canada, Europe and Africa. Different incumbents embrace Publicis Media’s Starcom in Colombia and APAC; and WPP’s MediaCom in Mexico, Center Americas and South America.
“The world has developed since our final evaluate 5 years in the past, with COVID accelerating rising client tendencies like new consumption behaviors and events, adoption and acceleration of e-commerce, transformation of the commerce, and the way individuals interact with content material via completely different screens and platforms,” AB InBev shared in an announcement. “We all know that our companions’ talents have shifted during the last 5 years as effectively, and thus we want to guarantee we’re leveraging the suitable instruments and companies inside our working mannequin.”
As outlined by Barros to Ad Age when Epsilon was hired in February, AB InBev is transferring away from a channel-oriented course of to an audience-oriented one. Meaning advertising and marketing is much less knowledgeable by which platform is used — TV or digital, as an illustration. As an alternative, it needs to gather extra granular knowledge on drinkers, utilizing each first-party and third-party knowledge, and attain shoppers with the suitable messages on the proper time, regardless of the platform.
The evaluate comes amid administration modifications within the U.S., the place the brewer earlier this month named Benoit Garbe as its new U.S. chief advertising and marketing officer. He changed Marcel Marcondes, who’s transferring to an unspecified new function within the firm. The brewer additionally created a brand new function of U.S. chief business officer that may oversee gross sales and advertising and marketing within the U.S., filling it with Kyle Norrington, who had been president of the corporate’s Labatt division in Canada.