MillerCoors to Consolidate Media Roster

Invites Only Legacy Agencies to Pitch for $400 Million Account

By Published on .

CHICAGO ( -- MillerCoors today announced its much-anticipated intention to consolidate the media-agency roster on its $400 million account.

The No. 2 U.S. brewer -- created by a joint venture between the U.S. arms of Molson Coors and SABMiller this past summer -- said it would allow only its legacy media agencies to compete. In a statement, the company said the move was "part of MillerCoors' stated goal to eliminate redundancies to reinvest in our business and to achieve our vision to become the best beer company in America."

The consolidation has been seen as something of a foregone conclusion since Miller and Coors announced their intent to form a U.S. venture last fall, which they said could lead to $500 million in cost savings in the next three years. Indeed, at least some of the brewer's shops had been preparing for the pitch for months -- well before it was announced.

The legacies
Miller's legacy agencies are Publicis Groupe's Starcom (media planning and buying) and Tapestry (Hispanic media planning and buying). Coors' media agencies are Interpublic Group of Cos.' Initiative (media buying), DraftFCB (media planning), Bromley (Hispanic media planning and buying) and Kinetic (out-of-home buying).

A Miller spokesman said all of those shops were invited to pitch, adding he was not aware of any declining the invitation.

The review is being led by MillerCoors VP-Marketing Services Jackie Woodward. Both Media IQ and Joanne Davis Consulting are assisting.
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