WPP sends in the Cavalry for new client Coors

WPP has unveiled its new agency – called Cavalry – set up specifically to handle new Client Coors.

The agency will be based in Chicago and, initially at least, work solely on digital and traditional advertising for $170m Coors and Coors Light which moved from Interpublic-owned DraftFCB in May. Basing the agency in US adland’s second city will be some relief for the Chicago ad community, which has seen a number of clients and agencies depart recently. WPP’s JWT pulled out of Chicago three years ago while DraftFCB, once the city’s biggest agency, has had a torrid time recently.

Cavalry, which is clearly modelled on WPP’s Team Detroit which handles Ford, will be headed by former DraftFCB veteran Marty Stock, who moves with the account. CCO is Jim Larmon, who moves from DDB Chicago where he worked on Capital One.

“We’re looking at a better, smarter way to do this,” says WPP global business development director George Rogers (pictured right with CEO Stock), a former boss of Team Detroit. “The reality is that clients increasingly want focus and dedicated resources.”

The do if they listen to WPP’s blandishments anyway. The massive agency group has recently struck bespoke deals with Bank of America in the US and News Corporation and Vodafone in the UK. The days when its standalone agency Enfatico for Dell embarrassingly imploded now seem a long way away.

With a group-wide media spend of around $65bn WPP now accounts for a staggering 30 per cent of worldwide ad spending.

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