Anheuser-Busch InBev Has a New U.S. Vice President of Marketing

Marcel Marcondes shifts into role as Jorn Socquet goes global

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Anheuser-Busch InBev has named Marcel Marcondes as its new U.S. vice president of marketing, effective Jan. 1, 2017. 

Marcondes will transition to the new role from his current position of global vice president, marketing brands and growth development platforms. He will take over for Jorn Socquet, who will transition to a global position as vice president, marketing strategy for core brands. In his new role, Socquet will report directly to A-B InBev global CMO Miguel Patricio. The transitionary period for the new positions will begin immediately. 

"Our culture is a culture of constant positive change, and that includes team changes and opening up new opportunities—both for our people and for our business," A-B InBev wrote in a statement. "We are excited for our colleagues and the new adventures that lie ahead of them, and all our teams."

Marcondes originally joined A-B InBev in 2005 as a brand director for Skol, following eight years with Unilver. He held positions including leading brand marketing for Brahma + Antarctica, head of consumer connections and the World Cup Project. In 2014, he moved to A-B InBev's global headquarters to become vice president, global marketing for Corona and new brands and then moved into his current role shortly after. 

The appointment follows a series of recent marketing changes for the company, amidst disappointing sales.

After moving advertising for its Bud Light brand from BBDO to Wieden + Kennedy in July 2015, the brand called an early end to the agency's "Bud Light Party" campaign starring Amy Schumer and Seth Rogen after cutting its revenue forecast for the year following a disappointing third quarter from the brand.

Bud Light's marketing efforts in the near future will focus instead on the Bud Light X Lady Gaga Dive Bar Tour and NFL-related efforts. Before landing with W+K in 2015, Bud Light bounced around from mcgarrybowen to Translation to BBDO within a two-year period. At the time of W+K's selection, Socquet said, "We've always looked at Wieden from the sidelines as an agency that one day we would potentially want to work with."

A-B InBev's flagship Budweiser brand shook things up over the summer by replacing its brand name with "America" on its cans and bottles. More recently, the brand has focused on partnering with the Discovery Channel for Harley and the Davidsons and a stunt involving a self-driving truck.

@ErikDOster Erik Oster is an agencies reporter for Adweek.