How Molson Coors chooses between digital channels in a time of disruption

Molson Coors, the brewing company, aims to ensure that all its media buys meet a clear set of criteria and match its values as an organization.

Brad Feinberg, North American vp/media and consumer engagement at Molson Coors, is not short of digital destinations to advertise its house of beer brands.

“We've looked at a lot of platforms,” he explained during the first online execution of the Association of National Advertisers’ (ANA) Digital and Social Media Conference.

In doing so, the company draws on “policy and content guidelines that go into any media buy – social or otherwise,” he continued, as well as a set of “amazing” guidelines that provide consumer-friendly guardrails for advertising on different platforms.

And its considerations during this process typically include “what kind...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands