WPP's Cavalry And MillerCoors Part Ways


MillerCoors has fired WPP agency Cavalry as its agency for its Coors brand of beers. The client spends more than $150 million on ads annually, according to Kantar Media. 

Cavalry was formed as dedicated agency to service the Coors brand back in 2012. The assignment includes related products including Coors Light, Coors Banquet and new products, such as Redd’s Apple Ale. 

The move came just a month after Coors hired David Kroll as its new CMO. A review has been launched which is expected to be completed in September. 

The Chicago-based Cavalry put a statement on its Web site that reads, in part: “We are saddened to hear of MillerCoors’ decision to sever our relationship. While Cavalry was founded in 2012, our relationship with MillerCoors has roots going back three decades and spanning seven CMO’s with 18 brands and billions of glasses of beer enjoyed across the United States.” 

The statement added that “this is a business of personal relationships and we will miss the many talented people we’ve worked with.”

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