Hasta La Creative!

In nine years at Anheuser-Busch InBev, Alexis Smith has worked in two countries on multiple brands spanning duties like brand management, sports and entertainment marketing and sales. Last year, she took a human resources role, even though she had no formal HR training or experience. Smith, 31, represents the typical AB InBev employee: Young, ambitious, and learning on the fly at a breakneck pace.

For the 200,000 employees at the world’s largest brewer, the high-paced culture has obvious upsides, like an ability to advance at a quicker pace than at other packaged goods behemoths. The downside is the risk that high-stakes jobs are handled by ill-equipped, inexperienced people, according to people familiar with the brewer.

But in a new U.S. employee recruitment campaign, AB InBev is accentuating the positives as it seeks to lure its next crop of eager employees into a beer industry that is fraught with challenges, including fighting off competition from wine and spirits. The campaign, called “We Are All Brewers,” includes multiple digital videos featuring AB InBev employees. The agency is Huge of Brooklyn, which won the assignment in a competitive pitch. The campaign will get paid support on social media.

Continue reading at AdAge.com