Miller Narrows Agency Hunt to Three for Lite

Y&R, Saatchi and Bartle Bogle in Running for $100 Million Account

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CHICAGO (AdAge.com) -- Miller Brewing Co. is down to three in its search for a new creative agency for flagship Miller Lite.
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Independent Nitro, which was cut from the Lite review, is still in play for the High Life pitch.

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WPP Group's Y&R, Chicago, and the New York offices of Publicis Groupe's Saatchi & Saatchi and Bartle Bogle Hegarty remain in the hunt for the $100 million-plus account. The brewer cut independents Nitro and Mother from consideration, although a spokesman said Mother, which handles the brewer's Milwaukee's Best Light brand, is still a contender for the open Miller High Life account, along with the other remaining shops.

Crispin Porter & Bogusky, Miami, resigned the Lite and High Life accounts were in March. The agency, which produced the unsuccessful "Man Laws" campaign for Miller Lite last year, cited strategy and creative differences with the client.

Miller Lite, which saw sales rise slightly in the first quarter after falling last year, is currently running a combination of simple, self-produced ads and a final batch of spots from Crispin, some of which highlight Miller Lite's success in the World Beer Cup competition.

Miller has said it will continue Crispin's popular and effective "Take Back the High Life" campaign, starring a burly beer-truck driver, with High Life's next agency.
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