Anheuser-Busch is building an entertainment division, Insider has learned, the latest big marketer to turn to Hollywood to reach consumers who are increasingly glued to ad-free streaming services.
The 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.
The world's biggest brewer, AB InBev is well known for its marketing.
In the case of AB InBev, entertainment is a way to promote the beer category at large over any individual brand.