MillerCoors named Philadelphia-based agency Quaker City Mercantile (formerly known as Gyro Worldwide) as lead creative and digital strategy agency for its Miller High Life brand. The creative account had formerly been with Leo Burnett, whose shopper marketing agency Arc will continue to work with the brand, with DigitasLBi handling digital work.
MillerCoors also tapped roster agency Mekanism to handle its Keystone Light brand. Both changes were made months ago, but just confirmed to AdAge by brand representatives yesterday.
A MillerCoors spokesperson provided this statement:
“MillerCoors continues to make strategic investments in our economy portfolio. Miller High Life has hired Philadelphia-based Quaker City Mercantile for strategy, above the line, digital and social. Leo Burnett has supported High Life until now with project-based work, including the ‘I Am Rich’ campaign which will continue to be supported through the end of the year with currently planned media.
Quaker City Mercantile has already created excellent work for Pilsner Urquell and we believe they are the right fit to help us continue to reach millennial consumers. Arc will continue to support below the line and channel solutions for other economy brands. Digitas will no longer support Miller High Life, but will continue to service other brands in our portfolio.”
Regarding the Keystone brand: “Keystone Light will engage Mechanism for strategic work. Mechanism currently supports Henry’s Hard Soda, Redd’s family of brands and innovation. Their role will be critical as we continue to evolve the brand’s positioning.”
Other alcohol brands on Quaker City Mercantile’s roster include Hendrick’s Gin, Milagro Tequila and Rhode Island’s Narragansett Brewing Company.
Ashley Selman, MillerCoors vice president, marketing for emerging and economy brands, told AdAge that the brand did not assign AOR status on its economy brands but that Quaker City Mercantile’s assignment could include broadcast advertising, digital and packaging. “We are exploring all of that with them right now,” she said.
She added that the agency’s work with other alcohol brands was not a concern, stating, “One of the reasons we like them is their understanding of alcohol and consumers. We are not concerned about them working on other alcohols. We have a really clear agreement with them.”
The news follows Leo Burnett losing the McDonald’s account to Omnicom in August following a review launched back in April. Leo Burnett is currently defending in a review for General Motors’ GMC brand, launched earlier this month.