AB InBev named Cannes Lions top marketer

Cannes Lions International Festival of Creativity has named AB InBev as its 2026 Creative Marketer of the Year, recognising the brewer’s sustained focus on creativity as a driver of business performance.

The award honours marketers that demonstrate a consistent record of Lion-winning work. AB InBev secured 37 Lions at the previous festival, reflecting the scale of its creative output across global markets.

Third win signals sustained creative strategy

AB InBev becomes the first company to receive the accolade three times. The recognition follows a multi-year strategy that positions creativity as a central lever for growth across its brand portfolio.

Since 2021, the company has focused on strengthening brand-building capabilities, aligning creative output with commercial objectives and long-term business performance.

Creativity linked to commercial growth

The brewer reports strong financial momentum, with its first-quarter 2026 results showing record revenues and increased beer volumes. Its portfolio includes 20 brands generating more than one billion dollars in revenue, supported by a consistent consumer-focused approach.

The Cannes Lions recognition highlights how the company has integrated creativity beyond marketing functions, embedding it into broader business operations.

Industry recognition across effectiveness metrics

Simon Cook, CEO, LIONS: "AB InBev has embedded creativity into how it operates, not just how it leverages marketing, and it is consistently outperforming as a result. By prioritising 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, recognising a company that has made creativity scalable, measurable and sustainable across hundreds of brands globally."

Marcel Marcondes, Global Chief Marketing Officer, AB InBev: "Creativity is always in service to driving growth. 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. Cheers to everyone that helped make this history-making recognition possible."

Beyond Cannes Lions, AB InBev has also ranked highly in effectiveness benchmarks. The Global Effie Index named it the world’s most effective marketer for the fourth consecutive year, while Kantar BrandZ data shows its brands dominate global beer rankings, with Corona holding the top position for two consecutive years.

Key role at Cannes Lions 2026

AB InBev will open the 2026 festival with a keynote presentation, before receiving the award during the final ceremony. Cannes Lions 2026 takes place from 22 to 26 June in Cannes, France, bringing together global leaders in advertising and marketing.

www.ab-inbev.com

www.canneslions.com

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