MillerCoors has appointed San Antonio-based Bromley Communications as its Hispanic media planning and buying agency in the US.

Bromley will lend its services to MillerCoors within the newly formed media unit, MC Media, which also comprises of Draftfcb, Initiative and Kinetic, the brewer said yesterday (25 November).

"Winning with Hispanic beer drinkers is critically important to the success of MillerCoors and that's why we are ramping up our resources in Hispanic marketing," said Jackie Woodward, MillerCoors vice president of marketing services.

As MillerCoors' new Hispanic media agency of record, Bromley, which is partly owned by Publicis Groupe, will plan and buy media focused against the Hispanic market in all media channels, excluding digital, across MillerCoors' entire brand portfolio.

Bromley's role as Hispanic creative agency for Coors Light remains unchanged.

Earlier this month, MillerCoors announced plans to cut up to 350 jobs over the next six months in the US, as part of the brewer's cost savings plan. The move comes as parent firms SABMiller and Molson Coors look to integrate their operations in the country.