Report Card: Paul Chibe’s Celebrity-Filled Legacy at A-B Gets Mixed Reviews
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Anheuser-Busch InBev made headlines when the brewer recently announced its top U.S. marketing executive, Paul Chibe, would be leaving in the coming weeks. His replacement is Jorn Socquet, the brewer’s VP-marketing in Canada since 2010. Mr. Chibe has cited family reasons and the brewer said it was his decision. But his exit comes as A-B InBev faces pressure to boost the performance of Bud Light, which will debut a campaign in the Super Bowl.
Ace Metrix gave good scores to these ads, which feature the company’s highly respected regional brewmasters in a back-to-basics approach that put faces behind the brand. An innovative digital execution included an app that gives drinkers more information on how their individual beer was made. The brand also continued its “Grab Some Buds” ads by Anomaly, which helped Bud to a “strong year,” according to Ace Metrix.
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