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Millercoors Names Mc Media, New Unit Created By Draftfcb, Initiative And Kinetic, As Media Agency Of Record

24 November 2008

Dedicated Unit to Plan and Buy General Market Media Across Brand Portfolio

Chicago (November 21, 2008) - MillerCoors today announced that Chicago-based Draftfcb, its Interpublic partner agency Initiative, and Kinetic won the competitive pitch to become its media planning and buying agency of record. The three partners are forming a new, dedicated unit, called MC Media, which won the review to buy and plan all general market offline media across MillerCoors' brand portfolio.

"MC Media recognized our need for dedicated resources from a diverse and respected group of agencies to come together to bring a unique solution to the table that will help us win with beer drinkers," said Jackie Woodward, MillerCoors' vice president of marketing services. "The MillerCoors' portfolio is a collection of distinctive beer brands, and they displayed knowledge of the industry and a passion to win that we think will serve us well in this tremendously competitive and ever-changing industry."

As MillerCoors' new agency of record, MC Media will be responsible for planning and buying media focused against the general market in all media channels, excluding digital, across MillerCoors' entire brand portfolio.  Kinetic will be responsible for buying out-of-home as part of MC Media.  MC Media will work closely with other MillerCoors marketing agency partners to maximize the impact of MillerCoors marketing investment. MC Media will be based in Chicago.

"All three partners are enormously proud to have won this important assignment from MillerCoors," said Bob Bernstein, who will serve as managing director of MC Media, and was previously EVP, Chief Media Officer at Draftfcb Chicago.  "The extended team that will form our new MC Media unit is committed to ensuring that MillerCoors becomes America's best beer company."
Joanne Davis Consulting and Media IQ assisted in the review.

MillerCoors will now set its sights on selecting a Hispanic media agency of record and that decision will be made before the end of the year.

For more information about MillerCoors, please visit

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