Brand building in tough times: MillerCoors uses innovation to drive brand strategy

In this article, Geoffrey Precourt, WARC Online’s U.S. Editor, reports from the "2009 Brand Building in Tough Times & Beyond" event, organised by the Association of National Advertisers.

Brand building in tough times: MillerCoors uses innovation to drive brand strategy

Geoffrey Precourt WARC Online

At a session during the day-long "2009 Brand Building in Tough Times & Beyond" event organized by the Association of National Advertisers, Patrick Edson, vp/marketing innovation at MillerCoors LLC, brought the perspective of a powerful company in transition.

MillerCoors is just settling into its new market position, a year after SABMiller and Molson Coors Brewing Co. formally entered into their joint venture.

Said Edson, "We're now a 30-share company with 35 brands. We now talk in ways that we've never been able...

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