CHICAGO (AdAge.com) -- Longtime Coors agency DraftFCB, which recently grabbed media-planning responsibilities for all of MillerCoors and a seasonal creative assignment on Miller Lite, is adding Molson and Killian's to its tap.
Those two brands had been handled by independent Taxi, New York. They have been the worst performers among legacy Coors-owned brands for several years, posting sales declines while the other major Coors brands -- Coors, Coors Light, Blue Moon and Keystone -- largely outperformed their competitors.
A MillerCoors spokesman confirmed the move. He said Draft will primarily handle strategy on Killian's, while Integer will create point-of-sale materials and other marketing elements.
Molson has traditionally been the larger of the two brands, both in terms of volume and spending. It received $15.6 million in measured media support during 2007.