Marcel Marcondes, Global Chief Marketing Officer of the group AB INBEVhas been chosen by the World Federation of Advertisers (WFA) like dMarketing Ilector of the year 2024. The organization delivers the award annually since 2017, thus celebrating the professional who, in a global or regional role, has had the greatest impact on his company, industry and the reputation of marketing among consumers during the last twelve months.
“We dream big to create a future with more joy”
Marcondes has pointed out that recognition is a reflection of team and work What do we do together. “Everything we do is at the service of promoting growth and solving the problems of consumers and companies”He said in the WFA statement. “In AB Inbev, we dream big to create a future with more joy, so we will continue to connect our brands with moments of celebration worldwide”
As they point out from the Federation, Marcel Marcondes has led the group’s marketing with a “Megamarcas” approachwhat has led to, as they share, in a Increase increase of 3.3%. Specifically, Corona increased revenues by 5.6 % outside of Mexico in the second quarter of 2024. AB Inbev has 8 of the 10 most valuable beer brands in the world, among which are crowned -It number 1- and Budweiser -Numer 2, according to Kantar Brandz.
WFA also emphasizes that under the marketing leadership of Marcondes, Ab Inbev has been appointed Advertiser of the year in Cannes Lions in 2022 and 2023, becoming the first company to win it for two consecutive years. Last year AB Inbev was named the best advertiser in creativity by WARC for the third consecutive year.
“Marcel has led with distinction a phenomenal marketing team in AB Inbev, helping him get the biggest awards in our industry“; said Stephan Loeerke, CEO of WFA.”This personal prize is a deserved reward for the growth of the brand that it has achieved, for the teams it has inspired and for the role it has played when demonstrating the power of marketing to reach the results”
Other candidates and winners
In the eighth year the recognition is awarded, Marcel Marcondes has competed for the award with other international candidates. They have been the following:
- Kofi amoo-gottfried, Chief Marketing Offer, Dordash
- ASAD AYAZChief Brand Officer, The Walt Disney Company and President of Marketing The Walt Disney Studios and Disney+
- Diana Frost, Global Chief Growth Officer, The Kraft Heinz Company
- Ravichandran aruna, SVP, Marketing Networking & Collaboration, Cisco
Marcondes has collected the witness as the best marketing director of the year of Amemita Dubey, Chief Digital & Marketing Officer at L’Oréal, who was distinguished with the award in 2023. Before, the winner was the Spanish Cristina Tenhandino, that occupies the position of Global Chief Marketing Officer de Diageo,
Marcel Marco’s trajectory
Marcel Marcondes has a trajectory of almost three decades in the field of marketing, advertising and communication. Throughout his career he has developed outstanding brand strategies, such as Dove, of which was Brand director for the Brazilian market between 1998 and 2005. Then he joined to Ambev, as marketing director for Brahma & Antarctica brands.
In 2012 he joinedNheuser-Busch, where he has exercised different responsibilities, including the commercial director for the World Cup program, or Global Vice President of Corona and new brands. In 2017 he assumed the position of Chief Marketing Officer of the group for the United States, and since April 2022 he is Global Chief Marketing Officer.
