cheers to the people 

Make Brands More Human, Change the Game

A Cannes Lions 2019 talk from Anheuser-Busch


What side of history do you want to be on? It’s time we stop playing by the rules of traditional marketing. If we want to build brands for the future, then we need to go beyond seeing people as only consumers of our products. Simply put, we need to put people first. Join Marcel Marcondes, Chief Marketing Officer of Anheuser-Busch USA as he shared the journey of how the largest brewer in the world is changing everything with one mission: to place people at the center of everything they do.


Dwyane Wade

NBA All-Star, Olympic Gold Medalist

As a three-time NBA Champion, Olympic Gold medalist and thirteen-time NBA All-Star, Dwyane Wade has experienced a whirlwind career. Dwyane joined the Miami HEAT as the fifth pick of the 2003 NBA Draft, and lead his team NBA Championship three years later. Dwyane brought home the GOLD representing the USA in the 2008 Olympics in Beijing. He retired following the 2018-19 season after sixteen years in the NBA. His true accomplishments go far beyond the basketball court. Dwyane’s proudest accomplishment is being a father. In 2012, Dwyane became a New York Times bestselling author with the release of his first book, A Father First: How My Life Became Bigger than Basketball, In 2013, Dwyane received a Humanitarian Award at the BET Awards for his commitment to excellence and dedication to community and worldly charitable causes. And in 2017, Dwyane was awarded the Mannie Jackson Human Spirit Award.
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Marcel Marcondes

Chief Marketing Officer, Anheuser-Busch

Marcel Marcondes is the U.S. Chief Marketing Officer at Anheuser-Busch where he leads the marketing growth strategy for a broad portfolio of brands, including Bud Light, Budweiser, Michelob ULTRA, and Stella Artois. A 13-year veteran of ABInBev, Marcel spent his career connecting its beers to people and culture. Prior to his U.S. role, Marcel was Vice President of global brands and growth development platforms where he managed international expansion. Prior to that, Marcel led marketing for Brahma, Antarctica and Skol in Brazil, where he transformed Skol into the largest-selling beer in Brazil. Prior ABInBev in 2005, Marcel spent seven years in brand management at Unilever. Marcel has a master’s degree in business administration from the Business School São Paulo. He is a member of the ANA board, CMO Growth Council, and Marketing Academy mentor. He resides in New York with his wife Denise and three daughters.
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Explore more of the series

Accenture Interactive: When Worlds Collide: The Evolution of Creativity

Brian Whipple and David Droga delivered a candid conversation about the shape of the industry today and their hopes and vision for the future.

adam&eveDDB: The Wonder Of What The F*ck

Richard Brim discussed how ‘the wonder of what the fuck’ can be a powerful element in creative strategy.

Lego Group: Building Brand Love with Purpose, Brick by Brick 

Julia Goldin revealed how purpose can drive innovation and ensure a brand remains inspiring, trusted and loved, from one generation to the next.

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