How Molson Coors Keeps Creative Effectiveness On Tap | AdExchanger

"You can have the best marketing, but if it's not helping your brands to grow and driving revenue, our CEO is not going to care. I'm accountable and our teams are accountable for the top and bottom line."

"Instead of our teams using their marketing guts or their judgment, they were basically looking for rules to beat a test. Over time, the creative teams got into the habit of optimizing creative just to please the tools, rather than to move people."

"MUSCLE stands for magnetic, unexpected, crafted brilliantly, long-term platform and essence of brand. It underpins how Molson Coors submits briefs and how it reviews and gives feedback on creative across its portfolio, putting judgment first and using tools as a check, not a blueprint."

Molson Coors measures creative success by its ability to drive sales and strengthen brand health rather than by awards or entertainment value. Sofia Colucci, North America CMO, emphasizes that creative must contribute to business growth and revenue. The company previously over-relied on measurement tools, causing creative teams to optimize for test metrics rather than human impact. To address this, Colucci introduced MUSCLE, an internal framework evaluating creative across five dimensions: magnetic, unexpected, crafted brilliantly, long-term platform, and essence of brand. This approach prioritizes creative judgment first, using measurement tools as validation rather than direction.

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