In 2013, Anheuser-Busch InBev set a vision to become the best consumer packaged goods company in digital. To achieve this, they built dedicated digital teams to support marketing, trade, and technology. They adopted a test-and-learn mindset of 70% established ideas, 20% experimental ideas, and 10% innovative ideas. Through this approach, they have successfully innovated in emerging media platforms, new commerce channels, content co-creation, and the connected home by challenging partners to innovate with them.

1. Driving Digital Innovation
From Within
Tina Wung
Director, Digital Strategy
Anheuser-Busch InBev
@tina_wung

2. #SFsummit
In 2013, we set our digital vision.
#1
THE BEST
CPG
COMPANY
IN DIGITAL.

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We did it by building the right infrastructure.
DEDICATED DIGITAL STRATEGY, INNOVATION & EXECUTION TEAMS
SUPPORTING MARKETING, TRADE, AND INTERNAL TECHNOLOGY

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We made innovation test-and-learn our mindset.
70/20/10

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We’ve innovated in emerging media platforms…

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…in new commerce channels…

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…in content co-creation…

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…in connected home, and more.
powered by

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We’ve challenged our partners and network to innovate with us.

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In conclusion:
Set a vision.
Build the right infrastructure.
Mandate an innovation mindset.
Test and learn.
Challenge your team.
Let go.

11. Questions?