MillerCoors Puts Blue Moon in Review
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The beer agency changes keep coming: MillerCoors has put Blue Moon into creative review and has selected Venables Bell & Partners to handle its Leinenkugel’s brand.
The brewer, which is already in review for its largest brand, Coors Light, has “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,” according to a memo sent to distributors. The incumbent on the brand is Integer Group, which “will refocus on retail marketing for Blue Moon,” according to the memo.
Venables Bell & Partners, which is based in San Francisco, takes over Leinenkugel’s from Jacobson Rost, which will “refocus their efforts against our retail marketing programs,” according to the memo. New work for both brands is scheduled to debut next year.
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