Future of Marketing Briefing: Inside Guinness’ go-slow approach to creators

For a brand that takes nearly two minutes to pour, Guinness is in no great hurry where creators are concerned. It has little interest in signing up creators en masse the way some of its rivals have. Rather, that side of its marketing will build organically, at the brand’s own pace, said global marketing manager and head of sport Paddy Carberry. This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

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