July 7, 2003
CAN MILLER BEER SURVIVE THE MESS IT'S IN?
Despite 'Catfight,' Lite Sales Drop 2.5% This Year
March 12, 2003
MILLER TO SWITCH BEER ACCOUNT FROM JWT TO OGILVY
Move Comes as Genuine Draft Sales Continue to Slide
Aug. 27, 2002
J. WALTER THOMPSON SURVIVES MILLER REVIEW
Brewing Company to Keep Two Agencies for MGD Account
The agency yesterday confirmed the account loss, which was first reported in a March 12 AdAge.com story that quoted executives as saying the account would move by summer. At that time, brewer and agency vigorously denied the AdAge.com story and said the $25 million Miller Genuine Draft account would continue to be shared by JWT and WPP Group sibling Ogilvy & Mather. Ogilvy also handles Miller's $109 million Miller Lite account.
"We wish them well with their future marketing efforts," a JWT spokesman said. "We'll be hoisting a beer in their honor."
Miller executives could not be reached for comment at press time.
The marketer's controversial "Catfight" TV commercial -- it depicts two nearly naked women wrestling in fountain and a trough of fresh-mixed cement -- has been pulled as product sales continue to lag. The sex ad was produced by Ogilvy & Mather.
Meanwhile, Miller's $10 million Foster's account is in review, and JWT is not defending the business. Independents Wieden & Kennedy, Portland, Ore., which also handles Miller High Life, and overseas incumbent M&C Saatchi, New York, are competing for that account. New spots for the brand from Saatchi broke July 14 with the tagline "Don't lose your head."