“AB InBev has embedded creativity into how it operates, not just how it leverages marketing, and it is consistently outperforming as a result,” Cannes Lions chief executive (CEO) Simon Cook said in a statement. “This is a historic win, recognising a company that has made creativity scalable, measurable and sustainable across hundreds of brands globally.”

“Creativity is always in service to driving growth. To be named Creative Marketer of the Year for the third time in the last five years reflects our consistent and sustainable approach to building brands people love,” Marcondes added. “It’s also a credit to the amazing teams and agency partners we have around the world that are delivering all-time high revenues.”

AB InBev will open the Cannes Lions festival with a keynote address on June 22.