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April 10, 2009
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Sponsorships, Advertising & Marketing

Tastes Great: MillerCoors Announces Multiple Ad Agency Hirings

DraftFCB To Handle Ads For Miller Lite Brand
MillerCoors Thursday announced the "hiring of Draft FCB to handle ads for Miller Lite, one of the company's largest brands," according to Tom Daykin of the MILWAUKEE JOURNAL SENTINEL. DraftFCB has HQs in Chicago and N.Y. and also "holds the Coors Light and Coors Banquet accounts." Saatchi & Saatchi, which handles advertising for Miller High Life, "was awarded the Miller Genuine Draft and MGD 64 business." Saatchi & Saatchi also "picked up the Keystone business." Integer "won the Miller Lite retail promotional assignment, and will also continue to handle the Coors Light and Coors Banquet retail promotion business." ARC was "awarded retail promotional assignments for Miller High Life," while MillerCoors also "moved the Keystone and Molson retail promotional assignments to ARC." Digitas, which "handles lead creative duties on Foster's and Sparks, won the retail promotional assignments for Foster's, Icehouse, Mickey's and Sparks," while also handling "lead digital responsibilities for Miller Lite." The agency "selection process was only open to existing MillerCoors agencies" (MILWAUKEE JOURNAL SENTINEL, 4/10).

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