Marketing Effectiveness
Improving Digital Marketing

Anheuser-Busch is Pouring on the Digital

March 22, 2016

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For this week’s interview, Drew Neisser, CEO of Renegade, discusses digital media, employee activation and future marketing plans with one of the top minds at Anheuser-Busch.

Just because TV was the big horse they rode in on doesn’t mean that Anheuser-Busch isn’t making tracks on the digital frontier. In my recent interview with Lucas Herscovici, VP of Consumer Connections at Anheuser-Busch, you’ll learn how their brand has risen to become one of the top CPG companies in digital.

Some of the takeaways from our conversation include:

  • How A-B increased digital investments as an early mover, resulting in Budweiser and Bud Light being chosen as one of the first ad partners on top platforms like Tinder and Snapchat.
  • How the brand has activated employees to be brand ambassadors, spending time in the field to extend learning.
  • Why it is essential to involve all the stakeholders in a sports partnership from the very beginning.

Shifting marketing dollars from traditional channels to digital is not exactly news breaking. However, doing so in a way that drives sales of packaged goods is well worth noting. And while Herscovici is proud of the results to date, he recognizes that “there is still room to improve on how we connect with our consumers.

Read the full interview, here.

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