A relentless focus on connecting with consumers in meaningful ways; truly committing to creativity as a driver for growth; improving your creative marketing capabilities. To put creative problem-solving squarely at the heart of your business comes with its challenges, but AB InBev have proven that when you do, it leads to an all-time high in sales volume and brand power. In 2018, AB InBev embarked on a journey to develop a creative excellence programme and set a five-year strategic goal to improve their creative marketing capabilities and drive organic revenue for the business. Hear from the Festival's first ever two-time winner of the Creative Marketer of the Year award, as they democratise their learnings for the good of wider industry.