Julie Yufe of AB InBev on Building a Culture of Creativity and Championing Global Change (Video)

By The Storytelling Revolution Archives
Cover image for  article: Julie Yufe of AB InBev on Building a Culture of Creativity and Championing Global Change (Video)

Winning "Creative Marketer of the Year" at Cannes Lions is one of the most prestigious awards to which a brand can aspire. The honorary accolade is presented to a marketer that has amassed "a body of Lion-winning work over a sustained period of time, and has established a reputation for producing brave creative and innovative marketing solutions."

The Creative Marketer of the Year award was introduced in 1992, with past recipients including such iconic brands as Apple, Burger King, Coca-Cola, Google, Heineken, IKEA, Mars, McDonald's, Microsoft, Samsung and Unilever. It represents brands which have proven that outstanding creativity drives business performance and, as a result, have been recognized with multiple Lions at the Festival.

AB InBev was recognized as the Creative Marketer of the Year at the Cannes Lions Festival for 2022.

In this special episode of the Storytelling Revolution from Cannes Lions, we hear from Julie Yufe, GM -- Growth Markets, Europe at AB InBev who shares how the brand adopted "new processes, [achieved] higher level capabilities, acquired specialized talent and collaborated with talented creative partners to build a culture of creativity across the company." This also led to the creation of a new Marketing Academy to upskill teams, as well as the launch of in-house agency draftLine to bring creative thinkers closer to their business and consumers. By creating a Marketing Culture and Capabilities team to champion change globally, AB InBev has created a flywheel of creative narratives that are both building the business and creating social good.

Listen here for a riveting conversation on how AB InBev is creating a future with more cheers!

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