It remains the biggest Super Bowl advertiser even after giving up exclusivity in the alcohol category this year. The world's biggest brewer, AB InBev is well known for its marketing. It's also enlisted branded entertainment pioneer Jae Goodman, founder of the creative agency Observatory, who helped Nike create its studio arm Waffle Iron Entertainment. "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 wrote in a LinkedIn post.ĪB InBev is working with Sugar23 - the production company headed by Michael Sugar, best known for the Oscar-winning "Spotlight" - to develop a slate of films, TV shows, and podcasts it could eventually sell to streaming companies or other distributors. Denowitz has spent the past six years at AB, most recently as head of marketing for Stella Artois US. DraftLine Entertainment is being run by AB InBev marketer Lauren Denowitz as global studio head, reporting to VP Fábio Baracho. The AB InBev effort is under a new, unannounced entity called draftLine Entertainment, a part of its internal ad agency, draftLine.
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