How to Say 'No' to Mediocre Creativity

AB InBev judges work using the four 'Cs'

Like so many other companies, AB InBev was forced to reset its marketing strategy in 2020. The company went back to its storytelling roots with an emphasis on human needs and desires. Richard Oppy, vice president of global brands at AB InBev, took to the virtual stage at Adweek’s fourth annual Elevate: Experiential and Creativity Event to discuss pushing the envelope in experiential and creativity and why saying no to “mediocre creativity” is a must.