MillerCoors and Cavalry part ways and a creative review begins

Last month, David Kroll was appointed Chief Marketing Officer of MillerCoors, and his arrival hasn’t come quietly. Among his first decisions was launching an agency creative review for the Coors portfolio of beer brands. And then came the split up with Cavalry, the Chicago shop established in 2012. “It’s frankly just time for a change” Kroll said. He revealed that he invited three agencies (none of which are owned by WPP) to participate in the closed review. The move will apparently not affect MillerCoors’ relationships with Leo Burnett, responsible for Miller High Life; TBWA, which beat out the former to win Miller Lite, or WPP’s Bravo, which handles the Hispanic account since last year. The change in the company came after an important slump in overall sales last year. Kroll signaled that his intention is getting more aggressive on digital media, saying the brewer has been “too TV-centric in our approach.” These are bad news for Cavalry -with approximately 50 employees-, which was formed as dedicated agency to service the Coors brand.