Coors seeks agency for DM business

Coors Brewers is on the hunt for an agency to handle its consolidated direct marketing account.

The company is looking for an agency to work on DM, sales promotion and experiential campaigns across its portfolio of brands, which includes Coors Light, Carling, Grolsch and Worthington's.

The brewer does not have a retained DM agency, and uses a number of full- service agencies to produce its below-the-line campaigns, including Cheethambell JWT, The Leith Agency and 141 Worldwide.

Coors has already contacted agencies with a request for information, and a shortlist is expected to be drawn up soon, with a decision by the end of this month. Coors is thought to be keen to increase its DM and sales promotion activity in 2009, having spent the past few years focusing predominantly on TV and digital.

Last month, the brewer announced that it was to promote its Carling brand as a regional beer in a new sales promotion campaign, focusing on the local origins of its ingredients.

Coors has also put increased emphasis on mobile and digital marketing. Last year, it released the "iPint" campaign for Carling, which allowed consumers to turn their iPhone into a virtual pint of Carling. The campaign, by Beattie McGuinness Bungay, won gold at last year's Campaign Big Awards.

It has since been the subject of a US lawsuit brought by the developer of a similar application, the iBeer.

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