MILLER PLANS MAJOR PUSH FOR PILSNER URQUELL
Ogilvy to Handle Campaign; Wieden Wins Foster's Account
MILLER BREWING CUTS J. WALTER THOMPSON
Move Completes Plan Detailed in March AdAge.com Story
In May, SABMiller President-CEO Norman Adami said the company would take three years to turn the brand around. South African Breweries bought Miller from Philip Morris Cos. 13 months ago, creating SABMiller.
"Given the context of our new business priorities and turnaround plans, a very detailed assessment of the organization has taken place over the past few months," Mr. Adami said. "This redesign is not just about a staffing reduction but also about multiple role and job changes. It's about alignment of the organization."
Miller is the No. 2 beer marketer in the U.S. but its sales and market share have been declining for several years. Archrival Anheuser-Busch Cos., which is No. 1 in the field, controls about half of the domestic beer market.
Cuts take effect Sept. 1
Miller positions are being cut or merged Sept. 1 across the organization. A spokesman said the restructuring was just one of several initiatives, from sales and distribution to cost improvements, designed to improve the brand's market performance.
The spokesman also indicated the company is rethinking its portfolio of brands, which includes Miller Genuine Draft, Miller Lite and Pilsner Urquell, and their marketing efforts.
Meanwhile, the company has continued its agency review for overall corporate branding efforts. Last week, the brewer met with general market and Hispanic market finalists, with follow-up sessions scheduled for this week.