Interviews, insight & analysis on digital media & marketing

My Best Marketing Tip: Anheuser-Busch InBev’s Amy Chiwaye

By NDA columnist Tom Ollerton, founder, Automated Creative

Amy Chiwaye is the Head of Business Development at DraftLine South Africa, Anheuser-Busch InBev’s in-house creative agency, where she advocates for data-led creativity that drives a good return on investment.

When it comes to creating impactful, relevant messages, Amy’s best marketing tip is to remember that the consumer does not speak boardroom.

This means that marketers need to step away from the heavy presentation jargon that might work within organisations, and become attuned to how “regular people” speak and interact. For a strongly empathetic person like Amy, this equates with speaking to others frequently, understanding what drives consumers’ interest in her products, and ultimately, how people actually run their lives.

Amy does lots of consumer deep dives and spends a lot of time taking in outside energy from those around her. At the end of the day, this can be draining. Through her career, she’s realised that the best way to balance out such an empathy-heavy activity is by meditating and using therapy to re-ground herself. Meditation helps Amy separate herself from others, giving her a greater sense of understanding different people.

Going beyond empathy, however, how can brands leverage their consumer intelligence to ensure they achieve their desired results? When briefs are backed by strategy but not data, this keeps campaigns from succeeding. Instead, Amy believes that brands need to extract the correct and relevant data from all the sources at their disposal (with the appropriate levels of empathy) and use it to inform their decision making.

Find out more about how Amy wishes to employ data-led creativity, how she stays grounded through meditation, and more of her marketing tips, on the podcast.


More posts from ->


Being on the outside  – be considerate in communications

It has been a pretty rough year / 18 months for the industry – with that very buoyant employment market suddenly taking a turn for the worse, and a succession of significant layoffs across the market, on the demand and supply side.

It can be a jarring experience for those that lost their roles, and for some even their own sense of self. I know, because I experienced it this year after 15+ years of continuous employment


Emma Newman: how do you drive media performance with sustainability in mind?

The UK is in dire need of concrete climate action. Unfortunately, instead of decisive steps, we’re witnessing hesitancy and delay from the government, which puts us on the brink of missing our crucial emission reduction targets. It’s high time the industry prioritise short- and long-term initiatives to reduce emissions today and in the future thus providing future generations with greater environmental security.


Related articles