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People and Pop Culture

Mix It Up: A-B InBev Makes Multiple Changes To Sports Marketing Department

A-B InBev made several changes to its Consumer Connections/Sports Marketing department. ANDY GOELER moves from Head of Marketing for the brewer's High End division to become VP/Bud Light, while VP/Consumer Connections LUCAS HERSCOVICI has been promoted to Global Marketing VP/Strategic Functions, Innovation, Connections & Insights. Herscovici has been with A-B for 15 years, helping evolved the company's position as a leading sports marketer. Taking over Herscovici's position is Core Brands Global VP/Marketing JOAO CHUEIRI. Chueiri joined A-B three years ago from Nike, where he spent seven years in marketing, focused on sports activation. Senior Dir of Value Brands CHELSEA PHILLIPS is being promoted to VP/Value & Near Beer. Phillips launched A-B Value brands' first-ever Super Bowl ad, a spot for Busch that aired during this year's game (THE DAILY). AD AGE's E.J. Schultz noted A-B is "making key marketing leadership changes in the U.S. that affect its massive but struggling Bud Light brand and its sprawling media operations." The moves come the same week the brewer "kicked off a global media agency review that could affect its U.S. incumbent, WPP's MediaCom." Herscovici's promotion, effective in June, makes him the "point person on the agency review, in which the brewer is looking to consolidate its roster of eight shops to as few as one or two" in the wake of last year's $103B acquisition of SABMiller. Chueiri will report to U.S. VP/Marketing MARCEL MARCONDES, who was one of SportsBusiness Journal's Top 50 Most-Influential People in Sports Business in '16. Marcondes confirmed that Chueiri will "have influence over the media agency decision," along with Herscovici (ADAGE.com, 3/24).

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