MillerCoors Makes Ad Agency Decision

MillerCoors today announced that Chicago-based Draftfcb, its Interpublic partner agency Initiative, and Kinetic won the competitive pitch to become its media planning and buying agency of record. The three partners are forming a new, dedicated unit, called MC Media, which won the review to buy and plan all general market offline media across MillerCoors' brand portfolio. The Interpublic units, which had previously handled Coors' business, beat a group of Publicis Groupe agencies led by Starcom USA, which had been Miller's