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SABMiller turns to Mother for MGD

By Published on .

[London] SABMiller has named London-based independent Mother to lead a $65 million international marketing drive outside the U.S. for its leading international brand, Miller Genuine Draft. In the U.S., MGD and flagship brand Miller Lite are handled by four different agencies; Mother's New York office won SABMiller's Milwaukee Best account in May 2004. MGD is a strong performer in Europe, where sales grew 31% between 2001 and 2004; in Russia, sales rose 90% between March 2003 and March 2004.

Charlie Hiscocks, SABMiller's global brand communications director, said, "The toughest job in global marketing is finding a big idea that can work across all markets, in all media. MGD is a brand with a great story to tell and with Mother's help we are now in a position to do that." Mother's first creative work for MGD is scheduled to break in Europe in June and replace longtime tagline "Miller Time." Previously MGD chose agencies locally.

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