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MillerCoors' Hispanic Media to Bromley

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BOSTON MillerCoors continued shuffling agency assignments today, appointing Publicis Groupe-backed Bromley Communications in San Antonio to handle its Hispanic media planning and buying chores.

The shop will work in concert with MC Media, which last week was awarded MillerCoors' $400 million English-language media account following a review. MC Media is a newly formed entity comprising Draftfcb and Initiative, both IPG-owned shops, and Kinetic, which is backed by WPP Group. (Also last week, Draftfcb was tapped for a Miller Lite holiday campaign.)

The client's Hispanic ad spending topped $70 million last year and surpassed $45 million through the first three-quarters of 2008, per Nielsen Monitor-Plus.

Bromley was already on the roster, handling Coors' Hispanic media chores. Tapestry in Chicago was Miller's Hispanic shop. The consolidated account was awarded following a review; Bromley and Tapestry are believed to have been the only contenders. Joanne Davis Consulting and Media IQ oversaw the selection process.

Jackie Woodward, MillerCoors vp, marketing services, said, "The fact that [Bromley's] leadership with Hispanic consumers begins at the top, with Hispanic ownership, demonstrates the agency's ability to deliver for our brands."

The digital business, which was not in play, remains with Digitas and Razorfish.

The account-shift activity stems from SABMiller Brewing and Molson Coors merging operations on July 1. The company said it expects to save $500 million in costs over the first three years of the merger.