MillerCoors has retained Jack Morton Worldwide as its agency for sports and entertainment experiential and activation efforts, ending a review process that lasted around a year. While the pitch was once a comprehensive AOR assignment, MillerCoors has instead opted to move strategy and negotiation chores in-house. Those duties had long been handled by and in consultation with sports-marketing agencies. The review was prolonged by a number of factors, including the resignations of MillerCoors CMO David Kroll and procurement exec Kim Courtney during the process. For Jack Morton, the brewer adds to a list of brands that are big sports spenders, including GM and Liberty Mutual. Longtime incumbents on the account were GMR, a relationship which helped establish that agency, and Genesco. A MillerCoors spokesperson said the brewer has no remaining ties with those agencies. MillerCoors’ sports portfolio includes league rights to the NHL and more than a dozen NFL teams, including exclusives with the Bears, Packers, Cowboys and Vikings.
