Molson Coors, the brewer, is ensuring that its media strategy is guided by corporate values and business needs alike at a time of profound disruption.
Brad Feinberg, North American vp/media and consumer engagement at Molson Coors, discussed this subject during the Association of National Advertisers’ (ANA) Digital and Social Media Conference, which was held online.
And he reported that the wave of protests regarding racial injustice in the United States, following closely in the wake of the COVID-19 pandemic, had caused Molson Coors to make sure its media strategy adapts as necessary.
“In this moment,” Feinberg said, there is “an inflection point for us to revisit and review those guidelines and ensure that they are as up to date [as possible] and meet the overall current needs of our business.” (For more, read WARC’s in-depth report: How Molson Coors chooses between digital channels in a time of disruption.)
To that end, “we are ensuring that we have the principles in place that are reflective of our consumers’ [interests] and aligned to Molson Coors values.”
Linking ads to e-commerce destinations, for example, has become a more important consideration for the firm as shoppers make an increasing number of purchases online in the wake of the coronavirus.
As a major advertiser, the brewing giant is not short of offers from potential media partners, and thus needs a clear set of guidelines to consistently steer its choices. “We’ve looked at a lot of platforms,” Feinberg said.
In doing so, the company draws on “policy and content guidelines that go into any media buy – social or otherwise”, and a set of “amazing” guidelines that provide consumer-friendly guardrails for advertising on different platforms.
Feinberg’s team also asks questions regarding the data that is captured, the applicability of this information to Molson Coors’ brands, the ability to test on a platform, and whether it fits into attribution models.
And its considerations also typically include “what kind of needs they’re fulfilling for our audience ... We look at the potential for scale. We rely on what we think the audience is going to be,” said Feinberg.
Sourced from WARC