Anheuser-Busch In Bev has appointed Lucas Herscovici to oversee the brewer's U.S. sports, entertainment, media and digital marketing, replacing Blaise D'Sylva.
Herscovici previously was vice president of digital marketing in the U.S. for A-B InBev, whose North American headquarters is based in St. Louis. In April, A-B announced internally that Herscovici was appointed to the newly created role of vice president of consumer connections, according to spokeswoman Lisa Weser. D'Sylva's departure from A-B was more recent, Weser said in an email, but the company declined to comment further on the executive changes.
In the new role, Herscovici oversees A-B's sports sponsorships and media budget. According to Ad Age, which first reported the appointment, A-B is the country's 22nd largest ad spender, with $1.56 billion in measured media in 2013. Ad Age notes the change comes only a few months after A-B installed Jorn Socquet as its new marketing vice president, replacing Paul Chibe. Chibe had appointed D'Sylva as vice president of media, sports and entertainment marketing in early 2012.
