Coors Brewing is in talks with several shops about injecting some new ideas into its marketing.

However, it is doing so without reviewing its entire $125 million (€126m; £81m) account, the bulk of which 23-year incumbent Foote Cone & Belding Worldwide in Chicago and San Francisco will retain.

Instead, the brewer is looking for “a secondary agency to devise some very surgical smart bombs,” according to chief marketing officer Ron Askew.

The move, Askew insists, is not a criticism of FCB. “To ask one office of one operating [company] to supply all the creative needs of a business as large as ours is probably not realistic,” he continued. “Ideas are hard to find, and having more avenues to find them is always better.”

None of the agencies in negotiations with Coors have yet been disclosed, though it is thought the successful shop will be announced by early August.

Data sourced from:; additional content by WARC staff