AB InBev: Creative Marketer of the Year

Speaker

Marcel MarcondesGlobal Chief Marketing Officer, AB INBEV | Creativity & Marketing Visionary

About this talk

Each year, Cannes Lions honours an organisation that has demonstrated an outstanding and sustained commitment to creativity, recognising those who have consistently delivered iconic, Lion-winning work that drives both business impact and cultural relevance. The 2026 Creative Marketer of the Year is AB InBev, the first company in history to receive this accolade three times. Since 2021, the global brewer has pursued a bold strategic shift, placing creativity at the centre of its growth model. That bet has paid off: Cannes Lions Juries have consistently recognised the results, with work from 10 countries honoured across 15 different Lion Awards in 2025 alone. AB InBev’s achievement reflects what the Creative Marketer of the Year has always celebrated: leaders and organisations that treat creativity not as a communication tool, but as a genuine competitive advantage. The company’s sustained commitment across its entire brand portfolio has set new benchmarks for excellence in global marketing and delivered measurable commercial growth.