Jeremy Bouwer, head of The Story Lab SSA, says, "We are very excited to work with two great brands as we develop and roll out their entertainment strategies."

"After two very insightful entertainment marketing summits in South Africa and Nigeria with the ABInBev’s consumer connections team, we are looking forward to tapping into the creative potential Africa has to offer in the entertainment marketing space for these brands." 

According to AB InBev, there is an abundance of choice in entertainment and media and new distributors and content creators are disrupting the traditional model. With the power shifting to consumers, the need for understanding and developing branded entertainment is becoming increasingly important for brands to engage with audiences, says the team at AB InBev. 

"Entertainment is ‘always-on’. And millennials, who will soon represent the biggest market, are binge watching. Yet brands are, for the most part, trying to interrupt their experience. It is therefore key for us to partner with an agency that understands how to win in the entertainment marketing space by developing a clear actionable strategy and combining it with access to talent and data," says Willem Jiskoot, consumer connections marketing director at ABInBev Africa. 

"We believe that this partnership will help grow our key brands in the entertainment marketing space, ensuring they remain relevant to our consumers," Jiskoot adds.

"Budweiser is a seasoned player in the global entertainment landscape, and Castle Lite has recently started to enter this space. We believe that, with the right strategic partners, we can lead in this space," Jiskoot concludes.

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