How AB InBev Cultivated a Culture for Creativity | Lions Essentials

Cannes Lions essentials explores some of the biggest topics happening around our industry and reveals the detail, data and people at the core of the trends. In this episode, how do you create a cultural change globally in one of the largest consumer companies in the world? And how do you then connect that internal culture with the external cultures of your customer? AB InBev is the biggest global brewer in the world and has been a huge part of the branded communications landscape for many decades. But in 2017 when the creative effectiveness of this global giant began to slip, a decision was made to get their house in order and build an entirely new way of operating.