With all the heat that the nation’s largest brewer has been taking over the Bud Light Trans controversy, we thought some Anheuser-Busch news that’s a little more “entertaining” might be welcome.
Here’s the deal…
Anheuser-Busch InBev is creating a new internal entertainment division, according to a March 22 article by Insider. That new department will be an arm of Draftline an in-house advertising agency for Anheuser-Busch.
In recent years In-house marketing shops such as AB InBev’s DraftLine are on the rise and their growth, which some see as cost-cutting moves, are increasingly viewed as a threat to external agencies. In just over two years, Draftline has grown to over 110 people in the US and scaled to 10 different countries.
DraftLine Entertainment will be more about streaming and pure entertainment production and will be helmed by Lauren Denowitz.
According to VinPair AB InBev’s Draftline Entertainment “will partner with production company Sugar23 to create films, television series, and podcasts with the intention of selling to streaming platforms. Anheuser-Busch plans to target media consumers that aren’t being reached by traditional advertising formats, as the number of people solely relying on streaming services for entertainment continues to rise.”
“For decades, Anheuser Busch InBev has been known as one of the world’s best advertisers, dominating the media landscape and connecting with consumers on stages as big as the Super Bowl and as small as an iPhone screen. But the media landscape, and the consumer base who engage with brands in it, are evolving. And, therefore, we need to follow suit,” Denowitz states in a Linkedin post.
“My goal is to help AB unlock growth via entertainment by reimagining what brand storytelling could look like if unbound by seconds-long interruptive ads, and determine the shape of what lies at the intersection of beer x culture x storytelling. ”
Denowitz has been with Anheuser-Busch InBev for more than six years most recently as Head of Marketing for Stella Artois, home to some of our favorite beer commercials.