How Data and Creativity Fuel Anheuser-Busch’s Consumer-Centric Media Strategy 

“Plans are useless, but planning is indispensable.” 

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Consumer attention is the scarcest resource in the advertising industry, and marketers need to activate with relevance and resonance to engage consumers and drive sales. Paolo Provinciali, VP of Media at Anheuser-Busch, joined Adweek’s Mediaweek to discuss how the iconic brand blends data, creativity, and technology to develop breakthrough campaigns and stay up to speed with the ever-evolving media landscape.  

Finding opportunities in the unknown 

Like many brands, Anheuser-Busch had to grow comfortable pivoting on a dime during the pandemic, when delays, cancellations, and closures completely blew up pre-planned sports and event schedules.



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