GOLDEN, CO: Hammering home its newfound emphasis on PR, Coors has begun an extensive search for an agency to handle its dollars 500,000 annual account.
GOLDEN, CO: Hammering home its newfound emphasis on PR, Coors has
begun an extensive search for an agency to handle its dollars 500,000
The brewer has already spoken with a mix of multinationals and firms
renowned for their consumer savvy: Edelman; Patrice Tanaka & Co.;
Burson-Marsteller, Manning, Selvage & Lee; Ruder Finn; Golin/Harris;
KCSA; and Porter Novelli. Coors was rebuffed by Fleishman-Hillard, who
declined to pitch, citing its ongoing relationship with Anheuser-Busch.
The company hopes to pick a winner by April 1, according to VP of
communications Patricia Healey.
The past year has seen Coors place more emphasis on PR than ever
Healey’s position was created early last year and marked the first time
Coors had handed responsibility for overseeing PR to a VP-level
Healey said the brewer made the decision to look toward outside PR
counsel due to a shift in its overall business strategy. ’We’re in a
position where we’re growing and want a new focus for our future
direction,’ she said.
Over the past two decades, Coors has evolved from a regional brewer with
an almost cult-like following to an international powerhouse, now
standing third among US brewers (trailing only Anheuser-Busch and The
Miller Brewing Co.). The beer market in general is looking up after
several stagnant years during the 1990s, primarily owing to the
demographic fact that the number of Americans turning 21 is on the
Coors will likely use PR to further fuel its international expansion,
although Healey said the exact scope of the new agency’s duties will be
determined when the company makes its selection.
For the first three quarters of its fiscal 1999, Coors reported net
sales of dollars 1.56 billion, a 7.1% increase from the prior year.
Sales volume was up 2.3% during that same period.