Guinness Argues Brands Should Do Less with Creators

Digiday's Future of Marketing Briefing examines Guinness's go-slow approach to creator partnerships. According to Guinness, brands can get more from creator work by doing fewer collaborations. The source is a brief teaser, so the specific tactics and results are not detailed here.

Why it matters: Marketers managing creator budgets can compare Guinness's fewer-but-deeper approach against their own volume-driven programs.