Advertising Must Adapt.(Anheuser-Busch Companies Inc.'s advertising stratergy)
Multichannel News, May, 2007 by Haugsted, Linda
By Linda Haugsted A Key Strategy: Following Eyeballs To New Platforms Las Vegas - 'Change or die' might have been the alternate panel title for the Wednesday general session of The Cable Show, where cable executives and Budweiser's global media guru discussed attempts to follow consumers as they migrate to new media.
Anheuser-Busch's vice president for global media and sports marketing, Tony Ponturo, said his beer brands have stayed on top for 50 years by advertising in high-profile events like the Super Bowl, utilizing buzz-worthy creative, building regional and ethnic relevance into its messaging and placing advertising across all platforms. The strategies have gained the company a 49% market share of the beer market, he said. BROADBAND...
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