Beverage giant Molson Coors is overhauling how its legal and marketing teams work with creators, shifting from its traditional TV-style approval process in favor of faster, looser briefs.
The company began working on the new approach in March, along with its creative agency Movers+Shakers’ new consultancy group The Shake Squad. Since then Molson Coors says engagement with its creator content has quadrupled.
Justine Stauffer, senior director of creative effectiveness at Molson Coors declined to share how that engagement translated commercially, but said that the revamp was scaled to Molson Coors’ 230 marketers across more than 100 brands in the U.S. and Canada, from Miller High Life to Fever Tree and all the Zoa energy drinks in between.
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