Marketer's Playbook

How Beam Harnesses Star Power

Published on .

Working with celebrities can be tricky, but Beam's Global CMO Kevin George landed on the right formula when Sauza 901 Tequila partnered with Justin Timberlake.

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Marketer's Playbook is an eight-part video series expanding on Ad Age's popular Playbook coverage. In Playbook we explore how marketers can do their jobs better and smarter. For this new video series, we're zeroing in on effective marketing strategies through exclusive, behind-the-scenes visits with top marketers at national and international brands.