COORS 'ROCK ON' CAMPAIGN TO ROCK OFF
Brewer Asks Ad Agencies to Pitch New Marketing Ideas
Letter to CEO
Dan Fox, executive vice president and group account director, disclosed he was departing the Interpublic Group of Cos. agency at the end of the year in a letter, dated June 29, to Coors' CEO, Leo Kiely, that was obtained by AdAge.com. He will have been with the agency for 30 years.
FCB has provided Coors work for 26 years and Mr. Fox has been on the account since 1988.
Mr. Fox had a close relationship with Mr. Kiely.
"I want to thank you for your support, guidance and good fellowship over the past dozen years," Mr. Fox said in the letter to Mr. Kiely. "Life really is short, and having men of goodwill so prominent in my business life has been a real blessing (a word I do not use lightly)."
"It's been a real good run," Mr. Fox said, confirming the contents of the letter. He declined to elaborate.
Music and cleavage
Mr. Fox sent the letter during the same week that FCB and Coors' other ad agencies are pitching new creative ideas for Coors Light, which suffered its first-ever sales decline last year and is selling weakly this year. The current "Rock On" campaign, historically heavy on music and cleavage, has been running since April 2002. It was launched by Chief Marketing Officer Ron Askew about six months after he joined Coors.
Other agencies pitching ideas are: Interpublic's Deutsch, Los Angeles; African-American agency Carol H. Williams Advertising, Oakland, Calif.; and Publicis Groupe's Bromley Communications, San Antonio, which handles Hispanic work.
Representatives for Coors didn't return calls by press time.