DENVER: Sard Verbinnen & Co. provided communications support to both sides of the merger of Miller and Coors, a move that would create the second-largest brewing company in America.
The deal combines the US and Puerto Rican operations of London-based SABMiller with Molson Coors, already the nation's number two and three brewers, respectively, behind Anheuser-Busch.
Pete Marino, president of Dig Communications, which works with Miller, said the new company is being called MillerCoors, but the name could change.
"Because of the fact that the name hasn't even been decided upon yet, it's tough to say what will happen in terms of a branding campaign," Marino said.
He said the companies are seeking to close the deal by mid-2008, though analysts predict it could face antitrust issues.
Drew Brown, MD at SVC, who is working on the account, didn't return a call before press time.
The joint company emphasized its potential $500 million in savings from the merger and "ability to invest more effectively in marketing its brands to consumers." In a statement, the company predicted "MillerCoors will have more flexibility and resources for brand-building initiatives."
The company explained that some of the savings will be derived from "the elimination of duplication in corporate and marketing services."
Marino said an integration planning team is currently coming together to determine how the combination will occur.
Coors representatives were not available for comment by press time.