How MillerCoors connects in an explosive marketing ecosystem
Geoffrey PrecourtWarc
Marketing in the 21st century is like "fishing with dynamite," according to Andrew England, evp/cmo for MillerCoors. "We think the fish are over there. And, 'Boom!' – we go and pick up all the fish and see how we do."
Enhancing the explosiveness of new media is the simple economic argument that it's "easier, cheaper and delivers richer information" than legacy channels, he continued. "Marketing muscle really has been dialed up."
At a "CMO Roundtable: Marketing in the Digital Age" session at the Association of National Advertisers' (ANA)...