Looks like MillerCoors is realigning their marketing efforts and cutting ties with longtime creative agency DraftFCB. Details from Advertising Age:
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.
"Winning in premium lights [beer] is the centerpiece of our long-term business strategy, 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. Full details here.
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