MillerCoors Taps Jack Morton for Experiential, Sports, Music and Entertainment Marketing

Agency will create brand experiences nationally level and within local markets

The brand wants to revamp its sports sponsorship marketing. MillerCoors

MillerCoors has appointed Jack Morton as its lead agency partner for experiential, sports, music and entertainment marketing, following a review.

Jack Morton will work with MillerCoors to develop a new approach to revamp its sports sponsorship marketing and develop a comprehensive enterprise partnership strategy. Based in Chicago, the Jack Morton team will be responsible for creating MillerCoors brand experiences at a national brand activation level and within local markets.

“MillerCoors continues to evolve and scale our brand experiences and we are excited to collaborate with Jack Morton to guide the next phase of our thought leadership,” MillerCoors vice president, media and consumer engagement Brad Feinberg said in a statement. “This is an important partnership for us and we’re enthusiastic about embarking on this journey.”

Added Jack Morton chairman and CEO Josh McCall, “MillerCoors recognizes the importance of meaningful brand experiences. Our blended and unique approach to experiential and sports marketing means that together we’ll transform the way we deliver the proof on MillerCoors’ brand promises—an imperative for winning over today’s consumers.”

The news follows leadership changes at Jack Morton in December, which saw the appointment of a new chief client officer, U.S. president and executive vice president, and global head of production. In September, the agency expanded its creative and strategic leadership teams across the U.S. after adding accounts including Google, Uber, Olay, L.L. Bean, Belvedere Vodka and Waze.

MillerCoors recently responded to Bud Light’s Super Bowl campaign targeting Miller Lite’s and Coors Light’s use of corn syrup with a series of measures, including a full-page response ad from Miller Lite in The New York Times and a Coors Light-hosted “Toast To Farmers” event.

@ErikDOster Erik Oster is an agencies reporter for Adweek.