MillerCoors Opens Review for Blue Moon

by James Thompson

In a year of shifting agencies for big beer brands, MillerCoors announced yet another one, launching a creative review for Blue Moon just as one closes for its other faux-craft brand, Leinenkugel’s.

According to a memo signed by Scott Whitley, president and CEO of the brewer’s Tenth and Blake division (which handles “craft” and import brands), sent to distributors and obtained by AdAge, the brand “selected a small group of agencies to compete for the Blue Moon above-the-line work and expect to award this business by the end of September.” Incumbent agency Integer Group, meanwhile, “will refocus on retail marketing for Blue Moon.” According to Kantar Media, MillerCoors spent $23.4 million in measured media on the brand last year. Read more at AgencySpy