'The redesign of Bud Light will be more effective than any advert' states Anheuser-Busch InBev US VP of marketing, Jorn Socquet

Anheuser-Busch Inbev’s marketing chief, Jorn Socquet, has hailed the design work around the new look for Bud Light as “an instant classic” while discussing the importance of values to the company’s brands.

David Shing interview Jorn Socquet

Speaking to AOL’s digital prophet David Shing for his Cannes video blog, Socquet offered his views on why the company aims to reflect the personal values of its customers and why it holds both design and data dear.

“Design is one of the most underestimated tools at the disposal of any modern marketer,” he stated. “The redesign of Bud Light is going to do more for the brand than any advertising could. In our opinion it will be an instant classic.” A new look for BudLight was revealed in January, designed by Jones Knowles Ritchie.

On data, he added: “Data is very important for a multitude of reasons. First it needs to validate or give you some confidence that what your are doing is the right thing to do before you actually do it. I want to work with media partners who are willing to work on the attention economy and there are very few partners out there who are willing to do so because at the end of the day it’s easy to sell a 30 second spot and it’s easier to sell me a banner on Instagram than to work on ideas that are amplified by the media that people want to watch.

"The more positive reactions you get on social media, people practically want to go out there and talk on your behalf without paying them for it. That’s a good proxy for attention. “

Further news from this year’s Cannes Lions can be found on the dedicated news section.

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