#BehindtheIMC | Vaughan Croeser on creativity, experience, and the beer industry's impact

Vaughan Croeser, Vice President of Marketing at The South African Breweries (AbInBev). Image supplied.

Bizcommunity together with the Nedbank IMC Conference, will present exclusive profiles of the speakers running up to the event.

Vaughan Croeser has extensive experience with the marketing landscape, particularly in the beer industry. With many years at The South African Breweries (AB InBev), he has played a key role in developing and leading marketing strategies for some of Africa's most iconic brands, including Castle Lager and Carling Black Label.

Vaughan is committed to creating brands with a purpose that aligns with consumers and makes a real impact in communities.

How would you describe yourself in one word?

Balanced.

What excites you the most about your industry?

The impact of the beer value chain as a driver for economic growth in South Africa. Beer supports one in 66 jobs in our country.

What upcoming trend is important for the industry and why?

People are increasingly seeking unique experiences over material things. Creating platforms with our brands for really memorable moments with friends becomes increasingly important.

What gives you the most satisfaction in your work?

Nurturing creativity from idea to real-world impact – that is very satisfying!

What excites you about the upcoming IMC and being a speaker at the event?

It’s a great privilege to be invited to speak at the IMC. Can’t wait to learn from the experts!

#Newsmaker: Vaughan Croeser walking the talk for good

Danette Breitenbach  21 Jul 2022

What is the most important lesson you have learned in your career?

Doing work that you love, with people you like, is fundamental to a good career.

Given the above, what advice do you have for a young person looking to enter the industry?

Work hard, be ambitious, stay humble and have fun.

About the IMC 2025

Early bird tickets to the Nedbank IMC 2025 on 18 September have sold out. In-person tickets are priced at R4000 (excl. VAT) as well as virtual tickets are available.

For more information and to book your tickets visit IMC

The annual Nedbank IMC Conference is Africa’s foremost integrated marketing conference. Launched in 2019 it has become Africa’s biggest marketing conference. This conference has more CMOs, senior marketers and agency leaders attending than any other in Africa and is relevant to anyone in the business of communication.

One day of 15-minute presentations (with some exceptions), the conference is known for its hard-hitting global agenda with no sales pitches.

The Nedbank IMC is presented in association with MASA, in collaboration with the ACA and is endorsed by the IAB. The 2025 theme is Marketing is Business.