Q&A: AB InBev on the Evolution of Its In-House Agency That Launched Last Week

Svp Joao Chueiri discusses the goals of the new shop

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Last week, AB InBev announced the official launch of its in-house agency, draftLine, which it has built up internally from a team of three to over 50. On Friday, Adweek spoke with AB InBev vice president, consumer connections and draftLine lead Joao Chueiri about the development of draftLine and what we can expect from the shop in the future.

This interview has been edited for length and clarity.

Adweek: What led to the development of draftLine?
Joao Chueiri: In-house agencies have been a rising trend, and to us, draftLine is a new milestone because we have the scale and a lot of consumer data to help us take [the approach] to the next level.

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