As Head of Pulse at draftLine Europe, Anheuser-Busch InBev's in-house creative agency, Jack Calderwood focuses on social and digital, spotting unplanned opportunities for their brands in Europe. These include exciting beers such as Corona, Budweiser and Stella Artois, and extend to new marketing experiments such as including digital assets in the metaverse and allowing consumers to interact with them.

Find out why the metaverse is Jack's Shiny New Object, how AB InBev are tapping into its potential now, and what brands can do to seize its current and future value.