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Rodolfo Vargas Bezaury, Draftline director at Anheuser Busch InBev, and Adolfo Gomez Arce Rodriguez, creative and finance director with AB InBev, discussed how creativity can drive the growth of a business, and in this case, how AB InBev managed to become the biggest beer producer in the world. Gomez recalled that the brewery’s evolution began in 2013 with the purchase of the Modelo Group, followed by the taking over of SABMiller in 2016.“We understood the need to optimize the business, to lead and grow in this category and monetize the system. And to achieve that growth, we put together a special organization within the marketing team and employed growth platforms,” Vargas said.He also noted that AB InBev has set inclusiveness among its company values, in that it promotes beer to women and other communities that could use a little help. Insights, strategy and innovation are three fundamental elements that the executives have established for the growth of the business, elements that have produced a range of results like ready-prepared drinks, seltzer and pre-mixed beer. But Gomez principally pointed out that the synergy between the Draftline agency and its unity of Culture & Capabilities has been essential for the growth of the business.“We promote a mentality of learning and create a sound space for developing creativity,” he said.Draftiline is the in-house agency of AB InBev, which in turn has conceptualized campaigns with different partners such as Fishing Tournament, a prizewinner at Cannes Lions this year. “We understand that it’s not an isolated effort,” Vargas said.From Culture & Capabilities they established three pillars starting with a marketing academy, which is a platform with a course that every marketing team in the world can use. This pillar is also based on inspiration and then on implementation. Next, they have Creative X, for the purpose of training, inspiring and debating ideas, and finally, alliances with partners and agencies like BBDO, Ogilvy, GUT, and platforms like Meta. “Creativity is needed to solve the problems of both individuals and businesses. And what is great for brands and people will also be great for businesses and their growth,” Gomez concluded.
