For our account planning class at UNC, we had to create a pitch to convince the CMO of a major company to spend 50% of their marketing budget on content creation, social good, or social media. We chose Budweiser as our brand and we chose content creation as our poison.

1. THIS IS YOU.

2. “In order to get the most out of the fertility of the cultural mindset, the business leaders
need to constantly challenge the entire organization to think BIG”

3. “Today’s consumer is in constant motion, so you have to move quickly to keep up and think
beyond just product innovation if you want to capture their attention”

4. QUESTIONS
YOU ASK
YOURSELF

5. “How will you connect with
consumers’ needs to be
part of the innovation
cycle from day one?”
?

6. “How will the consumer
get to know your product?”
?

7. “How will they have the
perfect product experience?”
?

10. People don’t want to just drink beer anymore.

12. “Anything is Possible”
Pushing the boundaries, like climbing the Sierra Nevada mountains

14. “It all started with beer love and a bike trip.
The rest was history.”

16. People want the beer experience.

17. Budweiser is telling an old story .

18. Budweiser has clear objectives.

19. Budweiser wants to be for everyone.

20. Budweiser wants to be for everyone.
Budweiser wants to be America’s beer.

21. Budweiser wants to be patriotic.
Budweiser wants to be America’s beer.
Budweiser wants to be for everyone.

22. AMERICA
HAS CHANGED

23. HOW DO WE TELL AMERICA’S STORY?

24. of our marketing share on content creation.
50%

25. TRICKY

27. Aligning deodorant with anti-bullying.

28. Aligning deodorant with anti-bullying.
to generate content

29. DIVERSE

30. Align Budweiser
with content that is relevant to our objectives.

31. America is not a single story.

32. America is not a single story.
Neither are the people that make-up America.

33. Neither are we, as a brand.
Neither are the people that make-up America.
America is not a single story.

34. Dispel the single story.

35. All of these stories make me who I am.
But to insist on only these negative stories is to flatten my experience and to
overlook the many other stories that formed me.
!
The single story creates stereotypes, and the problem with stereotypes is not that
they are untrue, but that they are incomplete.
They make one story become the only story.
Chimamanda Ngozi Adichie

36. http://creativity-online.com/work/cocacola-the-rainbow-nation/34896

37. ENGAGE PEOPLE
in a national
DISCUSSION

38. “We no longer look at media planning, we look at connection planning.”
-Jorn Socquet, Budweiser CMO