×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Bates keeps Miller Genuine Draft

Published on .

Bates USA, New York, has retained Miller Brewing Co.'s Genuine Draft ad account. Miller officials could not be reached for comment but agency executives said Miller notified D'Arcy Masius Benton & Bowles, St. Louis, and Ogilvy & Mather, New York, the agencies remaining in the competition. Young & Rubicam, New York, had earlier dropped out.

Bates' new campaign for Genuine Draft is expected to break by Thanksgiving. The decision eases major worries for Bates; Miller was a charter client of the agency under its former Backer Spielvogel Bates moniker, and Bates suffered when Miller moved Miller Lite away in 1990.

For DMB&B, the decision dashes hope of replacing Anheuser-Busch, which quit the agency after 79 years when it learned DMB&B's TeleVest media buying unit agreed to buy time for rival Miller.

In this article:
Most Popular