In recent years, Coors Light has used The Leith Agency to handle its advertising; however, the majority of its recent campaigns have been led predominantly from the US and Canada.
Leith will not repitch for the business. Its most recent work for the brand was a TV spot called "hear me now", which featured two geeky friends performing a rap inspired by the light taste of Coors.
ZenithOptimedia handles the media planning and buying for Coors Light, having won the task last November as part of a wider pitch for the Molson Coors business. BD Network remains the incumbent on the brand’s direct marketing business.
Other brands in the Coors portfolio, which includes Carling, Grolsch, Cobra and Singha Beer, are unaffected by the review.
Beattie McGuinness Bungay handles the advertising for Carling and Cobra, while Publicis is the incumbent on the Singha Beer ad account.
News of the review follows the appointment of Chris McDonough, the former Müller UK marketer, as Molson Coors’ marketing director in February.