MillerCoors Shifts Ad Shops
MillerCoors is 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 move to a new multiagency group at WPP. For the Miller Lite brand, the brewer will use Saatchi & Saatchi as lead creative shop. But Digitas keeps Miller Lite digital-creative and digital-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 EVP and CMO Andy England. "What we are looking for is sustainable, above-the-line excellence with an integrated solution," including traditional and digital marketing.