MillerCoors has named DraftFCB as its new agency of record for its Lite brand, replacing Bartle Bogle Hegarty of New York City two years after BBH won the account following a competitive pitch, reports The Business Journal of Milwaukee.
Chicago-based DraftFCB also will keep the Coors Light and Coors Banquet accounts. MillerCoors, which has a major brewery and regional headquarters on Milwaukee’s west side, also made a switch in the AOR for Miller Genuine Draft and MGD 64, shifting from long-time MillerCoors agency Young & Rubicam to Saatchi & Saatchi NYC. Saatchi also picked up the Keystone brand business, giving the agency lead creative duties for two of MillerCoors’ largest “below premium” brands, said the story.
MillerCoors also awarded George Killian’s Irish Red business to Jacobson Rost, a Sheboygan agency that currently handles the Leinenkugel’s and Henry Weinhards brands.
The agency selection process was only open to existing MillerCoors agencies, said the story.