Molson Coors' Brad Feinberg
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TRENDSETTERS: Molson Coors' Brad Feinberg Shares How Analytics and Creativity Can Deliver Breakthrough Results
The Internationalist Trendsetters is written by Deborah Malone, founder of The Internationalist.
As Molson Coors' Vice President of Media and Consumer Engagement for North America. Brad Feinberg oversees the Centers of Excellence for Media, Precision Marketing, Creative Services, and Partnerships. His passion for analytics and creativity has led to breakthrough media efforts that have delivered successful results, as well as recognition within the industry and from the Molson Coors Executive Team.
While many believe that media innovation is becoming more challenging for marketers amid issues ranging from ad blocking to cord cutting to screen proliferation, Brad Feinberg has proven repeatedly that it is possible to create breakthrough executions that resonate with consumers and generate measurable business growth for a brand.
To hear more from Brad, tune in to our Trendsetters podcast as he shares his thoughts on delivering meaningful consumer engagement and how brands are connecting with changing consumers. CLICK HERE.
In our conversation, we discuss the following:
- How Molson Coors defines its marketing vision and differentiates its brands in a highly competitive category.
- As consumers change their relationships with media, how he, as a marketer, is thinking about connecting with new behaviors and expectations.
- The mindset necessary to balance performance marketing and brand building.
- Is there a recognizable intersection between analytics and creativity?
- Today, innovation is not enough; it is the speed of innovation that matters. Is it possible to deliver breakthrough messaging faster?
Brad Feinberg joined MillerCoors in 2009, prior to its reorganization as the Molson Coors Beverage Company. He held media roles across the portfolio of brands, and contributed to the turnaround of Miller Lite, the original light pilsner, as well as spearheading the media launch for Redd's Apple Ale and new product launches for 64-calorie Miller64. He was instrumental in propelling Blue Moon to the number one craft beer brand in the US through its national media launch in 2010.
Prior to the beverage business, Brad served as the Senior Director of Media Planning & Partnerships for Discovery Channel and Science Channel. In his 4 years at Discovery Communications, he led Media Planning efforts for the launch of Deadliest Catch, the 20th Anniversary of Shark Week, and the critically acclaimed series Planet Earth. His earlier career roles were on the agency side with positions at DMB&B, BBDO, and OMD.
