While only a handful of companies captured enough buzz and business momentum to be named Ad Age’s 2023 Marketers of the Year, a few came close. Below, we identify four marketers to watch that had really good years but still face hurdles to keep growth coming in 2024.
See all of Ad Age’s 2023 Marketers of the Year here
Molson Coors: The brewer was among the biggest beneficiaries of Bud Light’s 2023 stumbles with brands including Coors Light and Miller Lite gaining share and shelf space. Molson Coors is trying to hold onto the gains with major investments in live sports advertising, including its second straight Super Bowl ad, which will feature Coors Light. If Bud Light finally bottoms out, Molson will have to fight hard to keep its momentum in 2024, given that Anheuser-Busch InBev continues to pour major marketing dollars behind Bud Light. HSBC analyst Carlos Laboy, in comments recently cited by Beer Business Daily, warned that while Molson is “doing many of the right things,” continued growth might be hard to find, given weaknesses in the overall mainstream beer market.
Read more: 5 ways the Bud Light fiasco changed beer marketing