Sign In

Dries Mertens

🍺 Managing Director In-House Agency (draftLine) at AB InBev Europe

Dries Mertens is the Managing Director of draftLine Europe, Anheuser-Busch InBev's in-house creative agency.12 He has been leading draftLine Europe since its launch in February 2019.1 Under his leadership, the agency has grown significantly, expanding from an initial team of 8 people to 40 full-time executives by the end of 2020.4

Mertens describes the rapid growth and evolution of draftLine as "building the plane while flying it," highlighting the agency's adaptability and frequent structural changes to improve efficiency.3 He emphasizes that draftLine was not created to replace external agencies but to complement them and bring diverse talent into AB InBev.2

During the COVID-19 pandemic, Mertens led draftLine through a period of intense activity, with the team handling 648 briefs in 2020, a significant increase from about 100 the previous year.4 He views draftLine as a key component in AB InBev's integrated marketing approach, bringing together various specialisms from creative to media buying.4

Mertens is known for his entrepreneurial spirit and his ability to build and manage a rapidly growing team in a dynamic environment.14 He has played a crucial role in establishing draftLine as an important support system for AB InBev's marketing efforts across Europe.4

Highlights

Jan 1 · bannerflow.com
In-house Marketing - The Ultimate Guide - Bannerflow
Nov 18 · digiday.com
AB InBev's in-house team plans structural changes to take on more ...
Apr 19 · digiday.com
Brands rethink their in-housing plans after tactic was 'put on ice ...
Dec 18 · marketingweek.com
'We're building the plane while flying it': AB InBev on the growth of its ...
'We're building the plane while flying it': AB InBev on the growth of its ...
May 30 · marketingweek.com
AB InBev launches in-house agency to help 'embrace creativity'
AB InBev launches in-house agency to help 'embrace creativity'

Related Questions

What are Dries Mertens' main responsibilities at draftLine?
How has draftLine impacted AB InBev's marketing strategy?
What challenges has draftLine faced since its inception?
How does draftLine collaborate with external agencies?
What are the future plans for draftLine in Europe?
Dries Mertens
Dries Mertens, photo 1
Dries Mertens, photo 2
Add to my network

Location

London, United Kingdom