His departure comes in the wake of key changes at Coors. First, Coors recently announced a reorganization in its promotions and marketing departments. Those in-house duties were farmed out to a new company called Front Range Communications. Coors also recently named a new marketing head, Bill Weintraub, and a new president/coo, Leo Kiely III.
"The reorganization changed my responsibilities pretty significantly, and what was left didn't present what I assessed to be a long-term opportunity," said Mahrlig. He declined to comment further on the situation. His responsibilities have been assumed by Bill Holbrook, director of marketing services at Coors.
Sources said Mahrlig's departure could be just the beginning of changes for Coors media. Kiely and Weintraub apparently are considering moving national media planning, now at Foote, Cone & Belding/Chicago, to Front Range, which handles local marketing and media. Coors' national media is purchased by FCB's New York office.
Another theory, however, has the national planning going to Tracy-Locke/DDB Needham in Dallas. Ron Askew, a former top executive at the agency, now is one of three execs running Front Range. But Tracy-Locke is a unit of DDB Needham, which is one of Anheuser-Busch's shops.
Various execs also say Kiely likes creating synergistic marketing packages that tie Coors' national sports sponsorships to a raft of local marketing/media events. That likely will lead to more targeted use of outdoor advertising and radio, a medium Coors already buys aggressively.
Copyright Adweek L.P. (1993)