Client Objectives
Molson Coors realized that their agencies’ fees were deemed too high for the quantity and quality of output delivered each year. The company wanted an agency model that would be agile and responsive to impactful, real-time brand marketing. They also wanted to get buy-in and commitment from internal stakeholders and agencies on transitioning to a new agency remuneration model.

R3’s delivered a new agency model that led to a reduction in agency fees and energized Molson Coor’s internal and external teams.


Assessment – R3 analyzed 491 projects between 10 agencies.

Taxonomy – A new taxonomy was developed and fee benchmarks were set for for ATL, Digital and Design deliverables. The new taxonomy was tested and trialed with 11 annual Scopes of Work.

On-boarding – Aided and coached Molson Coors in their agency negotiation process. Best practices sharing of global agency models, in-housing, change management approaches and incentive metrics.