WPP Group's Ogilvy & Mather, New York, is working on the effort for the Australian brew, said Michael Browne, director of imports and craft brews at Miller, a unit of London-based SABMiller. Details of the creative were not disclosed.
Miller last fall looked to one of its other roster shops, independent Wieden & Kennedy in Portland, Ore., for ideas on Foster's. Nothing that Miller wanted to use emerged from that assignment. Miller instead chose to use some work from Ogilvy. Wieden has done work on Miller's High Life brand.
"We elected to look for new ideas," Mr. Browne said.
Fielding pitches from shops
Moving forward, Miller intends to field competing pitches for Foster's advertising from its roster agencies, as it does with Miller Lite and Genuine Draft. Roster agencies include Interpublic Group of Cos.' Martin Agency, Richmond, Va.; Ogilvy; Wieden; and WPP's Young & Rubicam, Chicago.
Miller doesn't want "to get trapped within the traditional agency model" on Foster's, Mr. Browne said.