MillerCoors Severs Ties With Draftfcb
May 1, 2012 by Andrew Schneider
MillerCoors officially severed its ties with Draftfcb yesterday (May 1) handing a major setback to the agency that had been celebrating a recent streak of business wins.
Razorfish is out on the digital end in favor of a new consortium of agencies at WPP for Coors and Miller Lite with stay with Saatchi & Saatchi, which has been working on the brand since January. Digitas will keep Miller Lite digital.
SEE RELATED: Draftfcb’s Tilford, Fassnacht On Recent Work
WPP will be headquartered in Chicago with contributions from JWT, Ogilvy + Mather, Y & R and Grey.
After sharing the news with the agency shortly after 10 a.m. Tuesday, Draftfcb issued the following statement:
We are obviously very disappointed by this decision, but have no choice but to accept it. We are extremely proud of the work we have produced for MillerCoors over the course of our relationship, and we wish the client continued success going forward.
We’re especially pleased to have helped Coors Light surpass Budweiser as the country’s #2 beer earlier this year, and we look forward to continuing our assignments with MolsonCoors in Canada, and with Coors in China and Puerto Rico.
Draftfcb’s recent work for Miller Lite was a departure from the recent over the top humor that typified the category, reviving the “Miller Time” concept with spots that celebrated friendships between consumers.