OPERATIONAL
EXCELLENCE
The Anheuser-Busch team set out to bring more order, visibility, and impact to its massive annual multi-brand activation footprint. With hundreds of event requests coming in from across the country, the goal was simple:
Create a system to prioritize the right opportunities, streamline logistics, and elevate every consumer touchpoint.
Partnering with Hirschfeld, the AB team centralized a planning program that delivered exactly that. A master request calendar, a clear 60-day approval process, and simplified workflows to give the marketing teams a clean, predictable framework. By analyzing fleet inventory, routing, and schedules, the program made smarter use of assets and ensured the right experiences showed up in the right places.
The impact was national in scale. More than 600 events across 46 states and 500,000+ miles were supported from 2024–2025, all with stronger communication, fewer errors, and smoother execution.