BJK&E Media has won the estimated 7m media account for the Coors beer brands in the UK and Europe.
The business includes media planning and buying for the premium lager Coors Extra Gold and any new product development. Foote Cone & Belding handles creat ive advertising. Both BJK&E and
FCB are owned by True North Communications.
BJK&E managing director Mark Patterson comments: “Coors is a very media literate client. The company knows it has got to be different.”
Coors Brewing International is attempting to boost market share in a sector, which is already crowded with US beers such as Budweiser and Miller Genuine Draft. Earlier this year it set up its own division after ending a six-year joint venture with Scottish & Newcastle.
Although the two companies still co-operate on some distribution arrangements, Coors handles its own marketing.
Last week, the brewer appointed its first dedicated UK marketer, Bernadette Traynor, and announced the imminent appointment of a European marketing director (MW November 19).