Dive Brief:

• MillerCoors ended a three-year relationship with WPP’s Calvary ad shop.
• All MillerCoors Calvary brands, including Coors Light, are under an invitation-only review with three agencies – none tied to WPP.
• The move comes on the heels of the beverage company announcing a new CMO.

Dive Insight:

MillerCoors is officially part of the reviewageddon movement with big brands reconsidering agency relationships. In fact the brewer went so far as to fire WPP’s Calvary, the group handling brands such as Coors Light, Coors Banquet, Redd's Apple Ale and Smith & Forge Hard Cider. Those brands are currently under an invitation-only review process involving three agencies, separate from WPP.

Last month MillerCoors replaced its CMO putting David Kroll in charge. He told AdAge, "It's frankly just time for a change. My expectation for MillerCoors is that new media and consistently great creative become hallmarks for us as a company. And given that, I felt a fresh communications approach was required for Coors Light, our largest brand."

The Coors brands spent $155.9 million on measured media in 2014, and the loss of the account casts a shadow over the future of Calvary, which depended on MillerCoors for a large portion of its revenue.