millercoors

ORLANDO – MillerCoors knows you tune out, and likely check your phone, during commercial breaks. As a company that relies on linear TV, and particularly live events like sports, in its advertising strategy, it’s looking to figure out how to still get in front of customers who aren’t paying attention to TV ad spots. Brad […]

ORLANDO – When it comes to selling beer, there is no “linear funnel” as has been standard marketing textbook fare for decades. MillerCoors has a three-pronged approach to understanding to whom, where and when to distribute its messages. “I think a lot of marketers today start with a creative brief and the idea, ‘Here’s my […]

Brands need to mimic the characteristics of millennial-age consumers to curry their favor, according to research, The Reset Generation, conducted by media agency IPG’s Initiative group. “Their expectations of brands are what they think people expect of them,” says Initiative’s US chief strategy officer Sarah Power. “They’re comfortable with brands trying to change who they […]