MillerCoors Taps Mekanism on Innovation

Brewer Confirms Three Shops in Hunt for Coors Family of Brands

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MillerCoors picked Mekanism as its agency of record for Redd's, Smith & Forge and Henry's Hard Soda, and confirmed three agencies are in the running to work on the Coors family of brands.

WPP's Cavalry had been handling work on the Coors family of brands -- including Coors Light, Coors Banquet and its Keystone portfolio -- as well the innovation business, which includes Redd's, Smith & Forge and Henry's Hard Soda.

Ad Age previously reported that MillerCoors fired Cavalry three years after the holding company created the Chicago shop for the sole purpose of servicing Coors brands and new products.

Now, Ad Age has learned that MillerCoors is inviting three agencies to pitch for the Coors family of brands business -- 72andSunny, Deutsch L.A. and 180 L.A. MillerCoors confirmed it has invited those three agencies to pitch and said it intends to select a new Coors family of brands agency by the end of September.

Mekanism's appointment as the agency of record on the innovation business is effective immediately, Chief Marketing Officer David Kroll said in a memo issued to the MillerCoors distributor network Tuesday.

In the memo, Mr. Kroll said MillerCoors selected Mekanism because of its "impressive track record in brand development and innovation. Their work is grounded in smart, strategic thinking, which then is communicated through engaging, multi-channel creative."

Mekanism, which has done work for brands such as Ben & Jerry's, The North Face and Pepsi, was named an Agency A-List Standout by Ad Age earlier this year.

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