Preparing for a World Cup campaign: How Todd Allen, Vice President of Global Marketing at Budweiser plans to connect with fans
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For Todd Allen, setting apart a big brand is all about culture and producing initiatives in multiple markets on a global scale.
“The first and foremost thing is to continue to be relevant to the consumer and offer them the right product, at the right time, in the right format and ensure that you're doing that in the most effective way possible.”
— Todd Allen
Todd Allen is an entrepreneurial senior marketing executive with twenty-plus years of experience in fast-moving consumer goods. He is also an innovative marketer with extensive cross-functional business experience developing and implementing strategies to build national brands, deliver profitable growth, and drive market share. Todd was integral to the success of many companies such as Unilever, Sun Products Corporation, Labatt Breweries of Canada, and Stella Artois.
Now Vice President of Global Marketing at Budweiser, Todd joins Suzy Founder and CEO Matt Britton on the latest episode of The Speed of Culture podcast. Together, they discuss how to lead brand marketing initiatives on a global scale and Budweiser’s largest campaign yet as a global partner of the FIFA World Cup for over 30 years.
The Portrait of a Successful Marketer - Due to a constantly evolving landscape, an effective marketer in today's world should be curious and have an unbelievable passion for creativity and consumer insights to solve their problems.
How has the Role of Managing and Building a Brand Changed Over Time - Media fragmentation has evolved over the last twenty years and has moved from the broadcast age to a more digital and social media space. With the pandemic, the direct-to-consumer market will become the next big horizon for marketing.
Global Marketing - Budweiser has been a global partner of the FIFA World Cup for over thirty years. This partnership has proven successful thanks to the company's strategy of building a community, appealing to its passion points, and maintaining relevance for its audience.
The Rise of the Creator Economy - The creator economy has accelerated over the last couple of years. Many influencers and creators have grown their audiences, and now they're monetizing them by launching their own products. Big brands can learn from these creators how to build meaningful communities, keep them engaged, and provide utility and value through content.
Listen to Todd on the Speed of Culture podcast today to learn how Budweiser achieves relevancy on a global scale – or read through the episode transcript below.
