• by Richard Whitman , Columnist, August 10, 2015

Far too often when an agency is decimated by the loss of a large client, the standard tone taken is akin to "oh it's no big deal, we'll be fine." Not so with Cavalry Chicago, which just lost the MillerCoors account, the lifeblood of the agency. Rather than hedge and say everything's fine, the agency faced the music and thanked the brand for the lengthy relationship. Here's the note:

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 CMOs with eighteen brands and billions of glasses of beer enjoyed across the United States.

It has been our privilege to work with highly talented clients on everything from the second largest beer in the country to the only premium beer growing in the country to the most successful new product launched by MillerCoors.

We're proud of our role and partnership that drove these businesses across the many years. This is a business of personal relationships, and we will miss the many talented people we've worked with.

In the center of successful marketing is always the idea. As an underdog, outspent and outmuscled by larger competitors, for us the idea has to carry even more impact.

We've welcomed that challenge and look forward to more.

It's unclear whether parent company WPP will absorb the 50 Cavalry employees or shutter the shop

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