In an attempt to modernize its advertising output, major supplier Anheuser-Busch InBev has announced plans to develop its own internal entertainment division. Titled DraftLine Entertainment, the new entertainment arm will partner with production company Sugar23 and operate within AB InBev’s ad agency.
DraftLine Entertainment will develop films, television series, and podcasts with the intention of filtering its media into streaming platforms. As an increasing number of consumers shift towards the exclusive use of streaming services, companies are departing from traditional advertising formats to find new ways to market to them.
“My goal is to help AB unlock growth via entertainment by reimagining what brand storytelling could look like if unbound by seconds-long interruptive ads, and determine the shape of what lies at the intersection of beer x culture x storytelling,” commented AB InBev Marketer Lauren Denowitz, who will be leading the initiative. [VinePair]
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