AB InBev announces marketing leadership transition (Score 45)

Sales lead: Reach out to offer ad space & agency services.

AB InBev announced Benoit Garbe, its US CMO, is stepping down at the end of 2023.
The company assigned all marketing duties to CCO Kyle Norrington instead of hiring a new CMO.
The company is working on repairing the Bud Light brand following the controversy with Dylan Mulvaney earlier this year.

Target demographic: Wide range of men from Gen-Z (21+) to Gen-X

The company will likely:

Continue ramping up Bud Light spend
- The brand ran its largest summer campaign ever this year
Shift ad dollars around
Review agency relationships

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

YTD spend: AB spent nearly $65m on digital display ads YTD, an 18% decrease from $79.6m spent in this channel during the same time period of 2022.
YTD data: 8b impressions via YouTube (40%), Instagram (24%), Facebook (24%), Twitter (7%), desktop video (3%), desktop display (2%), and mobile display (1%).
2021-2022 spend: Full-year spend fell 21% from $107m in 2021 to $84.8m in 2022.
Ad location: It placed 100% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, twitter.com, and mlb.com.

**The above digital spend information includes all of AB's brands.**

Additional channel insights

AB also utilizes radio, OOH, print, and local broadcast.
Top podcasts sponsored: The Joe Rogan Experience, The Ben Shapiro Show, The Herd with Colin Cohwerd, Stuff You Missed in History Class, and The Matt Walsh Show.

Agency analysis:

Opportunity: The CMO departure may lead to agency reviews, so get in touch to secure top priority.
Current roster:
- Publicis North America: media, creative, & digital AOR
- Draftline: media, creative, digital, & programmatic AOR
- Mother NY: creative AOR
- Epsilon: media & digital AOR
- Deutsch: creative AOR
- The Martin Agency: creative AOR
- Anomaly: creative AOR
- HMT Associates: experiential
- PLAN C Agency: experiential

Media Spend Estimate Sources: (c) Winmo, LLC, 2024. Used under license.