"Data is very important for a multitude of reasons. It needs to validate, or at least give you some confidence, that what you are doing is the right thing before you actually do it."
At the Cannes Lions Festival of Creativity this week, Jorn Socquet, VP U.S. Marketing, Anheuser-Busch InBev, joined me on camera to kick off the Cannes 2016 Shingerview series. I was excited to talk to him as AB InBev just announced the temporary rebrand of Budweiser. From the summer until Election Day in November, Budweiser beer will be called "America." The new name will be featured across its red-white-and-blue labels and cans as part of their "America is in your hands" campaign.
Watch as Jorn and I share a beer on the beach, and discuss building brands based on values, the importance of design, and how to leverage data in the creative process.