• by Larissa Faw , February 8, 2017

MillerCoors has retained MDC Partners's TEAM Enterprises as its experiential marketing and retail sampling agency following a formal review. For 24 years, TEAM Enterprises has collaborated with MillerCoors on branded experiences and special events.

Parent company MolsonCoors has been formalizing its partnership relationships in order to put the beverage conglomerate "in a position to be at the forefront of our consumers’ changing media behaviors, so that we can deliver a disproportionate share of their attention and provide meaningful brand experiences," says a client representative.

"Doing this will modernize our marketing by helping us reach beer drinkers at the right place, at the right time, with the right message."

On Tuesday, Molson Coors Brewing Co. assigned Publicis Media media duties in the U.S. and UK. WPP's MEC is overseeing the Canadian business and WPP's sister Kinetic is managing out-of-home in the U.S. and UK.

Based in Fort Lauderdale and LA, TEAM Enterprises, employs 400 full-time employees and 7,000+ event specialists. The firm represents brands including Coors Light, Miller Lite, Peroni, Blue Moon, Vanguard, Bacardi, Grey Goose, National Car Rental, Sprint, Elizabeth Arden and Volkswagen, while also providing event production and activation services for MDC agencies 72&Sunny, CP+B and KBS.