Leo Burnett Arc Wins All of MillerCoors’ U.S. Retail Business Away From Omnicom

By Patrick Coffee 

Leo Burnett’s shopper marketing division Arc has leveraged the team that had worked on McDonald’s to win more work from MillerCoors.

According to an internal memo sent to all staff by Publicis Communications CEO Arthur Sadoun today, the win was “the direct result of a proactive initiative from the Arc teams, leveraging the work and expertise they previously dedicated to McDonald’s U.S.”

This means MillerCoors has dropped Omnicom’s The Integer Group, which had been working on the retail portion of the business along with Arc for some time. The larger Leo Burnett organization also lost Miller High Life creative to Philadelphia’s Quaker City Mercantile in September, though Arc retained that brand.

It’s not clear exactly how the win went down, but Publicis’ “Power of One” consolidation moves recently led to wins on USAA and Walmart.

“Winning this from Omnicom is an incredible achievement and a landmark success for Leo Burnett in North America,” Sadoun writes. “I know you’ll all want to join me in saying a huge congratulations to Bob Raidt, Rich Stoddart and everyone at Arc who made this happen.”

He concludes: “Not only does this win reinforce the strategic importance Arc has for Publicis Communications, it’s a clear sign that Shopper will play a central role for our clients as we work with them to build the marketing model of the future. Let’s continue to consider every day we spend with our clients as a unique opportunity to partner them in taking their business to the next level.”