The marketing landscape is undergoing profound shifts, requiring marketers to rethink traditional approaches. At the forefront of this evolution stands Marcel Macondes, AB InBev's Global CMO and winner of the 2024 WFA Global Marketer of the Year award. His philosophy brings a refreshing clarity to how marketing should function today: as a bridge between consumers and business.
Throughout this compelling conversation, Marcel talks about how AB InBev now owns eight of the world's ten most valuable beer brands. AB InBev's success stems not from treating marketing as a separate function but from deeply integrating consumer insights into business operations. "In the past, marketers would work to say, 'this is what we do, now let's convince consumers about it,'" Macondez explains. "Given how the world is evolving, our job has changed – we need a strong pulse on what's happening with consumers, then adjust how we work to serve them better."
What sets truly exceptional marketing leaders apart? Marcel points to a pivotal career milestone: "The transition between following the agenda to driving the agenda." This shift from management to leadership creates the conditions for marketing to flourish as "the key architect of growth" within organizations. Through the "One ABI Way of Marketing" framework, developed over two years, AB InBev has systematized this approach while maintaining the agility to incorporate emerging trends and technologies.
Perhaps most refreshingly, Marcel approaches innovation with balanced wisdom. Rather than viewing AI as disruptive, he embraces it as an enhancement: "AI is here to help us and support us." This exemplifies his guiding principle for marketing leaders: be very ambitious, but also very humble – pushing for excellence while remaining open to continuous learning in an increasingly complex landscape.
Ready to transform your marketing approach? Start by deeply understanding both your consumers and your business, then build the bridge between them with creativity, consistency and an unwavering focus on delivering value.

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