AnyRoad’s Post

In the dynamic world of marketing, brands have a crucial responsibility to harness creativity effectively. As AB InBev Global CMO Marcel Marcondes shared at Cannes Lions, building brands is akin to a marriage—an equal 50/50 partnership between clients and agencies. Trust, risk-taking and nurturing these relationships are key to delivering exceptional creative work. At AB InBev, creativity is not just for show; it has a clear mission. Through their CreativeX initiative, they train marketers worldwide to "ask for creativity" and evaluate results. Formalising this process ensures they don’t rely solely on a few talented individuals but leverage a structured approach for continuous innovation. Let's embrace creativity not just for creativity's sake but with a purpose, delivering real value and making a meaningful impact. Discover more about the mantra at AB InBev here: https://lnkd.in/eVKfUzc5

Two continents, one #FMCG pulse 📰 In a world where consumer habits are as divergent as they are dynamic, our latest comparative study dissects the FMCG markets of Asia and Latin America to offer you unparalleled insights. Download it below 👇 🐉 A tale of two regions 🌮 In #Asia, top brands are aligning themselves with emerging consumer preferences, focusing on health, convenience, and value. Brands like Colgate-Palmolive and Master Kong Holdings Co. Ltd. are thriving. Latam brands are navigating a complex landscape, with penetration emerging as a key #growthstrategy. Success stories include Downy (Procter & Gamble), Pepsi (PepsiCo), and Oreo (Mondelēz International), which have excelled through targeted marketing and strategic pricing. https://lnkd.in/dt2razYf

Superbrands EA is dedicated to identifying, recognizing, and promoting exceptional brands that demonstrate excellence in their field. Established in 1994, Superbrands operates in over 90 countries, offering brands a prestigious acknowledgment of their exceptional status in the market based on factors such as quality, reliability, and distinction. Being named a Superbrand is a notable achievement for any organization, signaling to consumers and industry peers alike that the brand is at the forefront of its sector. This status is awarded following a rigorous selection process, involving research and evaluation by a panel of experts and through consumer surveys, ensuring that only those brands that meet the high standards of the Superbrands criteria are recognized. This distinction not only enhances a brand’s prestige but also reinforces its position in the marketplace, contributing to consumer trust and loyalty. The 24th February edition of the East African was humbled to feature some of East Africas' Superbrands Winners for years 2022 - 2024 as a build up to the ceremony on March 6th 2024. Read The East African - https://lnkd.in/dKSViPFR Visit our website - theeastafrican.co.ke #Superbrand2022_2024 #LeadershipInEnergy #EskayInsights #BrandExcellence #EnergyInnovation #SustainableEnergyFuture #TheEastAfricanExclusive #IndustryLeaders #SuperbrandSpotlight Anand Sankaran Adithya Eskay Bonite Bottler Ltd

Who's a better ambassador than the CEO to talk about #Matrix, and explain how #marketingperformance it is embedded in key business decisions of Pernod Ricard? Here's a few highlights on Matrix mentions from Alexandre Ricard, during a US investor conference last week. 🤑

Big trade shows are days-long performances for brands: debuting new innovations, road-testing with real consumers, talking with media, and, for business leaders, interfacing directly with retailers. How can you make the most of these events? We asked four experts in very different domains: https://okt.to/Ji9Wul #expowest #tradeshowstrategy #brandlaunch #retailstrategy

🚨Big News from LURE: Carlsberg's Brand Transformation in Germany 🚨 Dear friends, colleagues, and fellow visionaries, Today is a big day at LURE, as we lift the curtain on a project that has been months in the making. We are immensely proud to reveal that we've spearheaded a comprehensive repositioning strategy for Carlsberg in the German market. 🎯 The Challenge & Our Approach Carlsberg, a brand with a rich heritage dating back to 1847, approached us to deepen its relevance among German consumers. Our mission? To infuse Carlsberg's core DNA with a modern twist that resonates with a younger generation—those fueled by creative self-expression. The strategy culminated in: "Creative Pioneers." 🎬 The Streaming Series: A First Execution To celebrate this new positioning, we are launching a groundbreaking digital series "Creative Pioneers." The series is not just a campaign; it's a testament to the power of creativity and a platform for emerging talent. It's the first of many steps under this vibrant new brand philosophy. 📺 Carlsberg YouTube Channel For a deeper dive into this narrative, I invite you all to visit our Carlsberg YouTube channel. This platform will serve as a hub for all future content that encapsulates Carlsberg's renewed spirit. Check it out: 👉🏼https://lnkd.in/ezTVwiF7 ✨ What's Next? The brand repositioning and first three episodes in the series are just the start; expect more captivating campaigns, experiences, and digital art initiatives. We're thrilled to be leading Carlsberg Germany into this exciting new chapter and can't wait to share more of our journey with you. #CreativePioneers #Carlsberg #BrandRepositioning #DigitalStrategy #LUREAgency #NewBeginnings David Incorvaia Susanne Biermeir Maike Schröder Nils Rudel Ramona Stoecker Agnes Landen #creative Carlsberg Group @Anke Conrads Vanessa Völker Bianca Mittelstaedt @Christoph Boneberg @Gunnar Fischer

Big trade shows are days-long performances for brands: debuting new innovations, road-testing with real consumers, talking with media, and, for business leaders, interfacing directly with retailers. How can you make the most of these events? We asked four experts in very different domains: https://okt.to/kR8Wod #expowest #tradeshowstrategy #brandlaunch #retailstrategy

Big trade shows are days-long performances for brands: debuting new innovations, road-testing with real consumers, talking with media, and, for business leaders, interfacing directly with retailers. How can you make the most of these events? We asked four experts in very different domains: https://okt.to/mGzZjD #expowest #tradeshowstrategy #brandlaunch #retailstrategy

Pouring Excellence: why the Hennessy x #Nas collaboration is genius 💥🎤🎶 In a world where brands constantly strive to connect with their audience, Hennessy and Nas set an example yesterday in #Berlin of how to create an unforgettable brand experience. The recent collaboration between the iconic cognac brand that breathes hip-hop for decades and rap legend Nas honoring #HipHop's 50th anniversary is a masterclass in blending tradition and innovation. 🥇Nas, a grammy award winner & pioneer of Hip-Hop, joined forces with Hennessy, one of the most mentioned brands in the genre, to commemorate this significant milestone. 🏆 Their limited-edition Hennessy V.S bottle named "HenNASsy"serves as a testament to the enduring influence of Hip-Hop on culture. 💥Key Takeaways for me: 1️⃣Authentic Partnerships: Nas' three-decade-long affinity for Hennessy made this collaboration feel authentic and genuine. When brands partner with individuals who resonate with their values, it creates a powerful connection. 2️⃣Respecting Tradition: Hennessy's history with Hip-Hop dates back to its early days, demonstrating the importance of understanding and respecting a brand's cultural roots. This respect has made Hennessy one of the most mentioned brands in Hip-Hop lyrics. 3️⃣Storytelling: Nas' ability to tell compelling stories through his music and Hennessy's rich history provided the perfect narrative for this collaboration. Effective storytelling is a cornerstone of successful marketing. 4️⃣Limited Editions: Creating exclusive, limited-edition products or experiences generates excitement and anticipation among consumers. It's a strategy that can be applied to various industries. 5️⃣Cultural Relevance: Recognizing the cultural significance of Hip-Hop and actively participating in it showcases a brand's commitment to being a part of the conversation. 6️⃣ Powerful Physical Presence: Establishing a Connection with your Audience at a Live Event, breathing life into brand values ignites excitement. Kudos to #tehraniandfriends for doing an excellent job on this one in Berlin yesterday. This collaboration to me is a prime example of how brands can merge their legacies with modern culture to create something extraordinary. It's a lesson in #authenticity, #storytelling, and staying connected with your audience. What do you think? How can brands leverage their history and values to make a lasting impact on today's market? Share your thoughts 👇 🚀 #MarketingLessons #BrandExperience #HennessyNas #HipHop50thAnniversary

How do we increase the chances of being chosen at the next consumption occassion? The magic happens when we build emotions relevant to the category, while being recognized as your brand. Lessons learned in a private Masterclass with Les Binet as part of the Brand Management conference in Prague. Precious. #brandmanagement #myjsmeprazdroj #weareasahi