Initative, DraftFCB sign MillerCoors for media


MillerCoors awarded its $400 million-plus media account to IPG’s Initative, DraftFCB and Kinetic, which will handle the business in a new unit called MC Media, says AdAge. The three agencies which had previously handled Coors’ business, beat a group of Publicis agencies led by Starcom USA, which was Miller Brewing’s incumbent.