When Ron Askew, 48, became chief of marketing at Coors in October 2001, he directed the company's ad agency, Foote, Cone & Belding, to design a campaign that was ''young, music-driven and full of guy insights.'' FCB in turn sent off 30 creative teams for six weeks to come up with ideas.

••

Apparently, the answer is "girls, beer, and shouting."