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Molson Coors overhauls creator workflow, says engagement quadrupled

Molson Coors is replacing its TV-style approval process with faster, looser creator briefs, working with agency Movers+Shakers since March. The company says engagement with creator content has quadrupled but won’t share commercial results.

Why it matters. Buyers still can’t tie the engagement gains to ROI, the same measurement gap Molson Coors says keeps big advertisers under-allocating to creator content.

Signal from digiday.com · Alyssa Mercante · read the original.

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