‘We’re not in advertising mode’: Anheuser-Busch CMO Marcel Marcondes on staying relevant

Digiday 02 Apr 2020 04:01

Last month, Anheuser-Busch announced that it would use its production lines to produce hand sanitizer to help consumers amid the coronavirus pandemic.

But that’s only one way the world’s largest beer company is changing the way it operates during this crisis.

As the situation has evolved, the company has developed initiatives aimed at helping consumers navigate the new norms of working from home and social distancing. The company is leaning on its owned and earned channels to communicate those initiative and pulling back on advertising, according to U.S. CMO Marcel Marcondes.

Digiday caught up with Marcondes to hear about how the company is changing its approach to marketing, avoiding coronavirus content for advertising and more.

This conversation has been edited and condensed for clarity.

How has the coronavirus changed marketing for Anheuser-Busch?

This last couple of weeks have been very intense. We have been re-planning and re-organizing everything to adjust the entire business to the new reality. The world is going through a different situation. We have to adjust to the new norm. So that’s what we did. To help us as we recalibrate our focus we came up quickly with three principles: Let’s make sure we take care of our people, make sure we can drive normalcy for our consumers and let’s make sure we will come up with tangible initiatives that will add value to society. 

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