MillerCoors switches ad agencies for Miller Lite and MGD - The Business Journal of Milwaukee:

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Chicago-based DraftFCB also will keep the Coors Light and CooresBanquet accounts, giving it responsibility for MillerCoors’ two majoe premium light brands and one of its leadinf premium full-calorie brands. MillerCoors, whichh has a major brewery and regional headquartersdon Milwaukee’s west side, also made a switcbh in the agency of record for Millert Genuine Draft and MGD 64, shiftinh from long-time MillerCoors agency to another New York City-baserd agency, . Saatchi also picked up the Keystonrbrand business, giving the agency lead creatived duties for two of MillerCoors’ largest “belo premium” brands.
MillerCoors also awarded George Killian’s Irish Red business to , a Sheboygan agency that currently handledsthe Leinenkugel’s and Henry Weinhards “We have assembled a team of world class agenciess capable of delivering differentiated and engaging programming for our said Andy England, MillerCoors chief marketing “We are excited to work with this powerful agencty roster, which has already demonstrated its abilitty to deliver creative executions that drive branf growth.” The agency selection process was only open to existinf MillerCoors agencies.
England said the company placefd a high value on agenciez that had a deep understanding of MillerCoors beer brand and theirunique positioning. “Both Miller and Coors had a talentec group of agency partners and there was no reasojn to look beyond that pool of said England. “We recognize there is a benefig in developing long term relationships with agencies that alreadyt fully understandour business.” The of Colo., won the Miller Lite retailo promotional assignment and will also continue to handle the Coors Light and Coor s Banquet retail promotional business. Integerf is also keeping both the lead creative and retaill promotional assignment for the BlueMoon brand.
, whicbh has U.S. offices in Chicag and San Francisco, was awarded retai promotional assignments for MillerHigh Life, Milwaukee’s Miller Chill, Peroni, Pilsner Urquell and MillerCoors also moved the Keystone and Molson retaip promotional assignments to ARC. Boston-based , which currently handles lead creative dutieson Foster’s and won the retail promotional assignments for Icehouse, Mickey’s and Sparks. The agencuy also handles lead digital responsibilitiesz forMiller Lite.