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MillerCoors said it has hired MC Media, a new unit being created by Draftfcb, Initiative and Kinetic, to handle the brewer’s consolidated media chores following a review.
MillerCoors, a joint venture between SABMiller and Molson Coors Brewing, spends an estimated $400 million annually in domestic measured media.
IPG’s Initiative was the incumbent on Coors buying while its holding company sibling Draftfcb handled planning. Publicis Groupe’s Starcom was the incumbent on Miller planning and buying. Kinetic is backed by WPP Group and others, but has no IPG affiliation.
The review, a shootout among MillerCoors’ roster shops, followed the merger of SABMiller Brewing and Molson Coors, which took effect on July 1.
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