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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

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
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Location

London, United Kingdom