Commentary

MillerCoors CMO Says Agency Partnerships Are Important, But Isn't Pleased With the Brand's Continuously Shifting Campaigns

So on the one hand, new MillersCoors CMO David Kroll says, "I am a big believer in building long-standing partnerships with agencies. You are seeing a lot of annual shifts right now by some of our key competitors, which I fundamentally believe is unhealthy to building meaningful brands."

On the other hand, he says, "I think we have been just a bit too scattered across our messaging over the past several years," adding: "In any given year we have shifted campaigns three, four, five times. And I think over time that really starts eroding the meaning of our brands. And you will see me very focused on bringing that consistency back."

So which is it? Is WPP's Cavalry safe? Or have they switched things up too much for Kroll's liking? Currently that's unclear, but Kroll is intent on returning the Coors Light side of things to its Rocky Mountain heritage. Recent advertising has reflected that but Kroll thinks more fine tuning is needed.

And dropping the epic quote, "I would expect a big move forward in 2016," WPP might want to do all it can to shore things up.

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1 comment about "MillerCoors CMO Says Agency Partnerships Are Important, But Isn't Pleased With the Brand's Continuously Shifting Campaigns".
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  1. Robert Barrows from R.M. Barrows, Inc. Advertising & Public Relations, July 20, 2015 at 12:52 p.m.

    The best way to fine-tune your advertising and marketing is with some easy-to-use math that will actually let you quantify the relationship between your advertising and sales. The math is called The Barrows Popularity Factor and it will give you more of the information you need to make key marketing decisions with far less risk. Are you scattered across too many different campaigns? Are you scattered across too many messages and too many different media buys? Take a look at some math called "The Barrows Popularity Factor” and see how easy it is to use the math to analyze, test and compare the various elements of your campaigns. You can see more about the math online.

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