A promotional image for AB InBev's Creative Marketer of the Year honorary title / Courtesy Cannes Lions
Global brewing giant AB InBev, parent company of OB Beer, has been named the 2026 Creative Marketer of the Year by the Cannes Lions International Festival of Creativity. Cannes Lions is the world’s largest and most prestigious creativity festival
The honorary title recognizes marketers that have built a sustained body of iconic, Lion-winning work. AB InBev secured 37 Lions at last year’s festival, underscoring its continued commitment to using creativity as a growth driver across its global portfolio. The company has now won the accolade three times — in 2022, 2023 and 2026 — becoming the first in Cannes Lions history to do so.
Since 2021, AB InBev has shifted from inorganic to organic growth, positioning creativity as a key competitive advantage contributing to strong business performance and rising revenues.
“AB InBev has embedded creativity into how it operates, not just how it leverages marketing, and it is consistently outperforming as a result,” said Simon Cook, CEO of the LIONS Division.
“By prioritizing creativity at a C-suite level and implementing an internal creative effectiveness system, it continues to demonstrate the clear and compelling link between creative excellence and commercial performance. This is a historic win.”
AB InBev’s published first-quarter 2026 results showed strong momentum across its global operations, achieving all-time high revenues and increased beer volumes. The brewer said its focused, consumer-centric strategy is driving sustainable long-term growth, supported by a portfolio of 20 brands, each generating more than $1 billion in annual sales.
“Creativity is always in service to driving growth,” said Marcel Marcondes, global chief marketing officer at AB InBev. “To be named Creative Marketer of the Year for the third time in the last five years reflects our consistent and sustainable approach to building brands people love. It’s also a credit to the amazing teams and agency partners we have around the world that are delivering all-time high revenues.”
At Cannes Lions, juries recognized work from 10 countries across 15 Lion Award categories last year. The Effie Index ranked AB InBev as the World’s Most Effective Marketer for the fourth consecutive year. In the Kantar BrandZ rankings, AB InBev brands accounted for eight of the world’s 10 most valuable beer brands, with Corona retaining the top spot for two straight years.
The awards ceremony will take place on June 26, the final day of the 2026 Cannes Lions program, which begins June 22.
Source: Korea Times News
