Anheuser-Busch is launching an entertainment division with help from Oscar-winning producer Michael Sugar in a push to reach consumers who don't watch ads
It's the latest big marketer to turn to Hollywood content to reach increasingly ad-avoidant consumers.
The beverage giant wants to develop shows and movies it can eventually sell to streamers like Netflix. Anheuser Busch parent AB InBev is building an entertainment division, Insider has learned, the latest big marketer to turn to Hollywood to reach consumers who areThe AB InBev effort is under a new, unannounced entity called draftLine Entertainment, a part of its internal ad agency, draftLine. DraftLine Entertainment is being run by AB InBev marketer Lauren Denowitz as global studio head, reporting to VP Fábio Baracho.
"My goal is to help AB unlock growth via entertainment by reimagining what brand storytelling could look like if unbound by seconds-long interruptive ads, and determine the shape of what lies at the intersection of beer x culture x storytelling," Denowitz wrote in a LinkedIn post.
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