Ignite Marketer of the Week – Marcel Marcondes
In this edition of Marketer of the Week, Ignite Visibility spotlights Marcel Marcondes, Chief Marketing Officer at Anheuser-Busch.
Ignite Visibility applauds the Anheuser-Busch team for delivering more than one million cans of emergency drinking water to support winter storm relief efforts in Texas.
At the request of the American Red Cross, Anheuser-Busch deployed 25 truckloads of drinking water to people affected by the brutal winter storm in the Lone Star State.
That’s about 1.3 million cans of water.
During the first week of relief efforts, 15 of those truckloads were delivered to Anheuser-Busch wholesaler partners:
- Ben E. Keith Company (Llano and Dallas)
- Brown Distributing Company (Austin)
- L&F Distributors (Corpus Christi)
- R&K Distributors (Nacogdoches)
- Silver Eagle Beverages (San Antonio)
- Silver Eagle Distributors (Houston)
Each of those companies worked with the American Red Cross to deliver drinking water to those in need.
Anheuser-Busch delivered the other 10 truckloads about a week later.
The clean drinking water was produced at the Anheuser-Busch Fort Collins, CO and Cartersville GA breweries. Both of those facilities routinely put a hold on beer production to can emergency drinking water.
According to Anheuser-Busch, the company has a long-standing tradition of delivering humanitarian relief efforts dating back to 1906.
Additionally, Anheuser-Busch has delivered more than 86 million cans of water to U.S. communities in need since 1988.
Marcel Marcondes, CMO at Anheuser – Busch
Marcel Marcondes
Marcel Marcondes began with Anheuser-Busch in 2017 after working with ABInBev for about 15 years. As CMO, he now leads the company’s efforts to promote some of the world’s largest beer brands: Budweiser, Bud Light, Michelob ULTRA, Stella Artois, and others.
Marcondes is someone who believes in applying a “people-first” approach to insights, innovation, and consumer connections.
It’s a strategy that works. During his brief tenure with Anheuser-Busch, the company has driven more than 50% of all the innovation volume in the beer industry.
AB boasts of some of the fastest-growing brands in the industry as well.
Also, other influencers have recognized Marcondes’ outstanding marketing efforts. He was named to Forbes’ “World’s Most Influential CMOs” list. Marcondes also earned accolades as AdWeek’s Top 50 across marketing, media, and technology.
But his awards don’t stop there. Business Insider named Marcondes one of “The 25 Most Innovative CMO’s in the World.”
For two years in a row (2017 and 2018), Sports Business Journal recognized him as one of the 50 Most Influential People in the Sports Business.
During his tenure, Annheuser-Busch won 17 Cannes Lions and 25 Clios. That was the most in the company’s history for that period of time.
As if he already didn’t have enough street cred to prove his marketing skills, Marcondes also sits on the Board of Directors for the Association of National Advertisers (ANA). He’s also a member of the Cannes Lions CMO Growth Council.
There’s more. Marcondes sits on Adweek’s Diversity & Inclusion Council.
Further, he leads Anheuser-Busch’s partnerships with AIMM’s #SeeHer and #SeeAll to promote multicultural marketing.
While Marcondes was with ABInBev, he led all brand strategy and marketing for Corona, no/low alcohol brands, and FMB.
Marcondes delivered back then, too. The global brands expanded internationally and the top line grew by double digits.
Wrapping It Up
Unlike many other companies, the Anheuser-Busch stock price fared well during the pandemic.
That’s because a rapidly spreading virus won’t keep people away from alcohol.
Even so, it’s to the credit of Marcel Marcondes that the company remained stable during those trying times.
I look forward to seeing where he takes the company as we emerge from the recession.
