MillerCoors Cuts Ties With DraftFCB

Miller Coors HQ West Loop
Miller Coors HQ West Loop

DraftFCB sure seems to lose a lot of major accounts.

MillerCoors is making major changes to its agency roster, the biggest of which is the brewer’s cutting ties with its longtime lead creative agency, Interpublic Group of Cos.’ DraftFCB. As part of the shift, Publicis Groupe’s Razorfish has lost creative and digital-media duties. Digital and creative for Coors brands will now move to a new multiagency group at WPP. For the Miller Lite brand, the brewer has picked Saatchi & Saatchi as lead creative shop, after giving it a tryout in January. Digitas, however, keeps Miller Lite digital-creative and -media duties.

Andy England “Winning in premium lights [beer] is the centerpiece of our long-term business stragegy, and we’ve determined that some agency changes will give us the best chance to do exactly that,” MillerCoors Exec VP-Chief Marketing Officer Andy England told Ad Age today. “What we are looking for is sustainable, above-the-line excellence with an integrated solution,” including traditional and digital marketing.

The new WPP team will be housed in Chicago (where MillerCoors is headquartered) and draw on talent from JWT, Ogilvy, Y&R and Grey, as well as digital shops.

(click here to continue reading MillerCoors Shakes Up Shops, Cuts Ties With DraftFCB | Agency News – Advertising Age.)


Crain’s Chicago adds:

The decision is a major blow for Interpublic Group of Cos.’ DraftFCB, Chicago, which is still working to regain its footing after losing the global SC Johnson account, a relationship that dates back 58-plus years and was one of the agency’s largest accounts. The agency has had Miller Lite since 2009, and its roots on the Coors brand dates back to 1979, when predecessor Foote, Cone, Belding first started working on the brand.

DraftFCB began losing its grip on Lite in January when the brand brought in Saatchi & Saatchi, New York — already a roster agency — to assist on the “Miller Time” campaign that debuted in late March, which is aimed at lifting the nation’s fourth-largest beer from a long-running slump. The loss of Coors Banquet and Coors Light is an especially tough loss for the agency. Each brand has been growing lately. Coors Light passed Budwieser last year as the nation’s second-largest beer thanks in part to its long-running cold-refreshment messaging.

(click here to continue reading MillerCoors shakes up shops, cuts ties with DraftFCB – Marketing/media News – Crain’s Chicago Business.)

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