MillerCoors Awards Saatchi & Saatchi New Assignments

09 APR 2009

As part of its brand-led, consumer-facing strategy, MillerCoors has awarded the New York office of Saatchi & Saatchi Worldwide several new brands: Miller Genuine Draft, MGD 64 and Keystone. The net result of this consolidation is that Saatchi & Saatchi is now one of two lead agencies that will further develop MillerCoors' powerful brand portfolio. DraftFCB handles Coors Light, Coors Banquet and Miller Lite

Mary Baglivo, CEO at Saatchi & Saatchi New York; CEO & Chair Americas noted: “This is a wonderful testament to our fantastic work on High Life. The brand's tone and positioning is perfect for these tight times and our recent one-sec Super Bowl initiative delivered with pre-game sales increase of nearly 5%, followed by a 9% increase the week after the game.”

As part of the announcement, Publicis Groupe’s Digitas and ARC also received several key new assignments. 
 
ARC was awarded retail promotional assignments for Miller High Life, Milwaukee’s Best, Miller Chill, Peroni, Pilsner Urquell and Grolsch. MillerCoors also moved the Keystone and Molson retail promotional assignments to ARC.
 
Digitas, which currently handles lead creative duties on Foster’s and Sparks, won the retail promotional assignments for Foster’s, Icehouse, Mickey’s and Sparks. The agency also handles lead digital responsibilities for Miller Lite.
 
Since MillerCoors began operations nine months ago, the company has been consolidating its agency rosters to reduce complexity and capitalize on the synergies and efficiencies.