Anheuser-Busch InBev finds a new blend for agency relationships

Reed Karaim

Anheuser-Busch InBev, the brewer, has evolved its agency relationships across a variety of dimensions in order to drive greater collaboration and creativity.

Anheuser-Busch InBev – the parent company of Busch, Budweiser, Michelob, Rolling Rock, and Natural Light – is brewing up a new approach to agency collaboration.

Jodi Harris, InBev’s vice president of marketing, culture and learning, described its emerging model as leveraging “the power of nimble collaboration".

Jodi Harris, vice president of marketing, culture and learning, Anheuser-Busch InBev

This shift in thinking was necessitated in part by a changing beer market featuring “hyper-competition” from other national brands and a score of craft breweries, she told delegates at the Association of National Advertisers’ (ANA) 2019 Advertising Financial Management Conference in Phoenix, Arizona....

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