As the marketing world eagerly awaits the announcement of the World Federation of Advertisers (WFA) Global Marketer of the Year award this month, Marcel Marcondes, Global Chief Marketing Officer (CMO) of Anheuser-Busch InBev (AB InBev), stands out as a leading contender. With a career spanning over two decades, Marcondes has become synonymous with the seamless integration of creativity and business strategy, earning him a spot on the prestigious shortlist.
Marcondes, who assumed the role of global CMO at the world’s largest brewer in 2022, attributes his success to the collaborative efforts of his team. “Being considered for this recognition is less about me and all about us and the work we do,” Marcondes told The Drum. “For a company our size, you don’t do anything alone. What really matters is what we do as a team, and what we do as a company together.”
A Journey Rooted in Brand Building
Marcondes’ career began in his native Brazil, where he studied marketing before earning an MBA from Business School São Paulo. He spent seven years at Unilever, honing his brand management skills, before joining AB InBev in 2005. Over the years, he has held key leadership roles, including CMO at Anheuser-Busch and Global President of Beyond Beer Co., before ascending to his current position.
Under his leadership, AB InBev has solidified its position as a global leader in creativity and innovation. The company owns eight of the top 10 most valuable beer brands worldwide, with Corona and Budweiser ranking first and second, respectively. AB InBev controls over a quarter of the world’s beer production, a share that continues to grow. Recently, the company announced it would begin brewing Pabst Blue Ribbon and Lone Star Beer following the expiration of their contracts with Molson Coors.
Creativity as a Business Driver
At the core of Marcondes’ philosophy is the belief that creativity should solve real business problems and address consumer needs. “It’s never about creativity for creativity’s sake,” he emphasized. This ethos is supported by AB InBev’s Creative X framework, which includes the in-house creative agency draftLine, a Creative Council for campaign evaluation, and the Creative Braintrust, inspired by Pixar’s model. These initiatives ensure a standardized approach to brand-building across global and local markets.
The company’s marketing strategy is further guided by the ‘One ABI’ approach, a seven-step process that outlines a full-funnel marketing journey. “We need to have clear philosophies, clear North Stars for everything we do, and clear processes,” Marcondes explained. “This is how we transform our scale and our size as a competitive advantage.”
Megabrands and Mega Platforms
Marcondes has championed the ‘megabrands’ strategy, focusing resources on key labels like Budweiser, Corona, and Stella Artois to deliver integrated consumer experiences. These ‘megabrands’ are brought to life through ‘mega platforms’—large-scale, commercially integrated programs designed to enhance brand equity and drive long-term growth.
The strategy has yielded impressive results. Corona, for instance, saw a 10.2% revenue increase outside Mexico in Q3 2024, contributing to AB InBev’s overall organic revenue growth of 2.1%. Michelob Ultra’s rise to become the top beer on tap in the U.S. further underscores the success of this focused approach.
Embracing Innovation and Technology
Innovation is another cornerstone of Marcondes’ leadership. AB InBev has embraced AI to enhance personalization at scale, tailoring messages to individual consumers. “It’s all about evolving from mass marketing to one-to-one engagement,” Marcondes said. Generative AI has taken this approach to the next level, enabling the company to leverage data for more effective audience segmentation and content customization.
The company’s in-house agency, draftLine, plays a pivotal role in fusing data insights with creativity, driving personalized marketing efforts. With 70% of AB InBev’s revenue already stemming from digital channels, the integration of AI and data-driven technologies is poised to expand further.
Seizing Cultural Moments
Marcondes has also demonstrated a keen ability to capitalize on emerging trends. Recognizing the growing demand for low- and zero-alcohol beverages, he spearheaded Corona Cero’s historic sponsorship of the Paris 2024 Olympics—the first time a beer brand partnered with the International Olympic Committee. This move aligned with consumer preferences for flexibility in beverage choices throughout the day.
In November, AB InBev further cemented its presence in the sports world by becoming the official beer partner of the FIFA Club World Cup 2025, with Budweiser and Michelob Ultra leading the charge. These initiatives reflect the company’s strategy of connecting its brands to major global events, creating meaningful consumer experiences.
A Vision for the Future of Marketing
Marcondes envisions a future where marketing is recognized as a true driver of growth. “It’s about time we turn the page on brands being just visible. Brands must add value to people,” he said. “I really hope that marketing becomes solidified as a true architect of growth.”
Under Marcondes’ leadership, AB InBev has achieved remarkable milestones, including being named Creative Marketer of the Year at the Cannes Lions International Festival of Creativity in 2022 and 2023. The company has also topped the World Advertising Research Center’s Creative 100 rankings for three consecutive years and maintained the top spot in the Effie Index for marketing effectiveness.
As the marketing world watches the WFA’s upcoming announcement, Marcondes’ legacy as a visionary leader who has redefined the role of creativity and innovation in driving business success remains undeniable. His story is a testament to the power of collaboration, strategic focus, and an unwavering commitment to adding value to consumers and businesses alike.
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