A-B Marketing Hinges On a Handful of Disruptive Trends

Dear Client:  In our wide-ranging conversation with Marcel Marcondes this week, A-B ’s CMO highlighted some key brand gains and pivots during this tumultuous year, and gave us a couple of hints of what may be in store for 2021.  As we covered briefly earlier this fall, A-B pivoted toward heavy focus on digital and streaming even as key media events (i.e. live sports) fell to COVID closures. In fact, they actually accelerated media pressure throughout the year: Their media