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NEW YORK MillerCoors has shifted creative assignments among its general-market and retail shops, resulting in the elimination of Bartle Bogle Hegarty, Young & Rubicam and retail agency Upshot, the client confirmed today.
The shifts came nine months after Molson Coors Brewing merged with the U.S. operations of SAB Miller and named MolsonCoors chief marketing officer Andy England CMO of the new MillerCoors.
Publicis Groupe-backed BBH here had handled lead creative duties on Miller Lite, WPP Group’s Y&R in Chicago had Miller Genuine Draft and MGD 64 and Upshot, an independent in Chicago, worked on about a dozen brands, including Miller Lite, Miller High Life, Miller Chill, Foster’s and Icehouse.
Miller Lite, which spent more than $140 million in major measured media last year, according to Nielsen, is heading to the Chicago office of Interpublic Group’s Draftfcb, which already handles Coors, Coors Light and Molson.
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