AB InBev CEO: Level of marketing spend is determined by effectiveness
The Stella Artois owner sees its marketing spend working “much harder” after deciding to focus investment on its “megabrands”.
AB InBev’s chief executive says the company determines the level of marketing investment behind its brands not as a set ratio of revenue or total amount of dollars, but by effectiveness and returns.
The company is seeing its “same dollars work much harder” through an increased focused on marketing effectiveness, explained CEO Michel Doukeris. The focus is on driving growth for its “megabrands” through marketing spend, rather than determining a set level of investment.
The beer business, which owns brands including Stella Artois, Corona and Budweiser, reported its financial results for 2024 today (26 February). The company spoke about investing proactively behind its megabrands – the brands driving the most growth in each market.
