The company plans to shortlist five agencies for the business. The winner will partner with Mother, Miller Genuine Draft's global incumbent for the past three years. Mother will handle creative development on the campaign, which will break early next year.
Mother picked up the global advertising account for the brand in October 2004, following a pitch against the Toronto-based incumbent The Hive, and VCCP. The brand had previously used Rainey Kelly Campbell Roalfe/Y&R to produce UK advertising.
Last month, the Advertising Standards Authority banned a Mother-created ad for the beer after judging it had a strong appeal to under-18s.
The ad, which featured a man performing tricks on rollerskates, drew a single complaint from a viewer, who said it suggested alcohol could increase a drinker's popularity and confidence.
This week, SABMiller and Molson Coors unveiled a £10 billion merger of US operations. This will not affect either company's UK operations.
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