Dive Brief:
- Two months since putting its brands up for review, MillerCoors has decided to go with MDC's 72andSunny as its lead creative and digital agency.
- MillerCoors commenced its review in August when it severed ties with its previous agency, WPP's Cavalry of Chicago.
- The move comes as the company seeks to grow sales of Coors Light, which is the second-leading beer in terms of market share, although its share has fallen from 8.5% in 2013 to 8.2% in 2014.
Dive Insight:
As summer turns into fall, more of the ongoing record-breaking agency reviews are getting sorted out. One of the latest is MillerCoors choosing 72andSunny as the lead agency for its Coors brands, beating out Interpublic's Deutsch and Omnicom's 180 L.A.
The review process was put into motion by new CMO David Kroll, and occurred while MillerCoors is looking to improve its Coors Light brand’s slumping sales.
"This agency review was incredibly competitive, with three outstanding agencies showing an amazing depth of strategic thinking and creativity," Kroll said in a statement. "72andSunny was awarded the business based on a clear ability to build brands that speak with a bold intensity and distinct POV. They demonstrated an inherent understanding of today's drinker and how to engage them in a multi-channel, unplugged world. I truly appreciated their competitive grit and drive to build brands that define their respective categories."