The decision is a blow to The Outside Organisation, which will lose out on the £100,000 a year it is understood to have billed for promoting Carling’s sponsorship. It was hired alongside Cake in 2003.
Coors director of media services Stuart Cain said it had given Cake – which has until now concentrated on an event management brief – an account worth around £300,000 for all Carling music sponsorship, including the Reading and Leeds festivals.
He said Coors wanted a more consumer-focused PR approach that better promoted Carling’s music sponsorship beyond music press.
Carling has a budget of around £8m to spend on music sponsorship this year, but is cutting back from the eight or nine events it has sponsored since it began its involvement three years ago.
Instead the company is to focus on three or four key outdoor events and a student event.
While Carling will not be sponsoring events such as New Kings of Rock this year, August’s Carling Weekend festival is going ahead and the brand is involved in eight Carling Academy and two Carling Apollo venues.
l Scottish Courage is reviewing festival sponsorship PR for its Strongbow brand.
It will decide whether to reappoint Sprout or another agency in March, said PR manager Richard Jones.