MillerCoors announced that San Antonio-based Bromley Communications won the competitive pitch to become its Hispanic media planning and buying agency of record. Bromley will lend its Hispanic media planning and buying expertise to MillerCoors within the newly formed dedicated media unit, MC Media. MC Media also consists of Draftfcb, Initiative and Kinetic.
“Winning with Hispanic beer drinkers is critically important to the success of MillerCoors and that’s why we are ramping up our resources in Hispanic marketing,” Jackie Woodward, MillerCoors vice president of marketing services, said. “The Bromley team demonstrated a great understanding and passion for developing creative media touchpoints with Hispanic beer drinkers. The fact that the agency’s leadership with Hispanic consumers begins at the top, with Hispanic ownership, demonstrates the agency’s unique ability to deliver for our brands.”
Woodward noted that as MillerCoors new Hispanic media agency of record, Bromley, which is partly owned by Publicis Groupe, will plan and buy media focused against the Hispanic market in all media channels, excluding digital, across MillerCoors’ entire brand portfolio. Additionally, Bromley’s role as Hispanic creative agency for Coors Light remains unchanged. Joanne Davis Consulting and Media IQ assisted in the review.
Ernesto Bromley, president of Bromley Communications, said: "As part of MC media, with Draftfcb, Initiative and Kinetic, we look forward to helping MillerCoors increase its relevance to Hispanic consumers. We bring expertise, as well as a thirsty passion for winning in the beer business, and we look forward to a great partnership."