‘We’re building the plane while flying it’: AB InBev on the growth of its in-house agency
AB InBev’s in-house agency draftLine has quadrupled in size since it began in 2019 and is now setting its sights on a new test and learn lab.
In 2019, Anheuser-Busch InBev (AB InBev) launched its first in-house creative agency. With a sparse team draftLine was tasked with helping develop the overarching content strategy and creative for social, digital and out-of-home (OOH).
Nearly two years on, and despite an incredibly difficult 2020, draftLine is still growing at a huge rate, quadrupling in size since the start of 2019, with more hires on the horizon for 2021.
The speed at which draftLine has scaled means the agency is constantly adapting. “We’re building the plane while flying it,” says head of draftLine Europe, Dries Mertens. “We’ve changed our structure four times since we started because we are finding better ways of working together.”
