Enterprise scale creativity
- Jun 22
- 1 min read
Continuing on the theme of company-led creativity, AB InBev has been named the 2026 Creative Marketer of the Year, marking a rare third recognition for the company and reinforcing its position as one of the most sustained case studies in how creativity can be embedded as a driver of global business performance.
More than a celebration of standout campaigns, the award recognises how AB InBev has approached marketing in recent years: not as a series of individual creative moments, but
as a connected system designed to produce consistent, measurable growth across a vast portfolio of brands and markets.
Across markets and brand platforms, AB InBev has consistently used creativity as a lever not just for awareness, but for behavioural change and commercial impact, translating into
industry recognition and sustained business momentum.
Cook said: “AB InBev has embedded creativity into how it operates, not just how it leverages marketing, and it is consistently outperforming as a result. By prioritising creativity at a C-suite level and implementing an internal creative effectiveness system, it continues to demonstrate the clear and compelling link between creative excellence and commercial performance.”
Celebrating the award, AB InBev’s Marcondes added: “To be named Creative Marketer of the Year for the third time in the last five years reflects our consistent and sustainable approach to building brands people love. It’s also a credit to the amazing teams and agency partners we have around the world that are delivering all-time high revenues. Cheers to everyone that helped make this recognition possible.”
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