Miami Shop Becomes 'Primary Agency' for $175 Million Account

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WASHINGTON ( -- SAB Miller’s Miller Brewing Co. is moving most of Miller Lite advertising back to Crispin Porter & Bogusky, naming the ad agency its “primary agency” on the $175 million account and giving up on its strategy of having several different agencies on the brand.

The decision comes eight months after Miller brought in Tom Long as its new marketing chief, replacing Bob Mikulay, who retired. Mr. Long was president of Coca-Cola Co.’s Northwest European division and oversaw Coca-Cola operations in parts of Europe before joining Miller.

Competitions for creative
Under Mr. Mikulay, Miller had used Crispin as an agency on Miller Lite’s "Good Call" advertising, but also had held competitions for creative executions, using other agencies for individual executions, among them WPP Group’s Ogilvy & Mather and Young & Rubicam, Interpublic Group of Cos.’ Martin Agency and independent Wieden & Kennedy.

"We have used the jump-ball approach with Miller Lite and decided to consolidate," said a Miller spokesman, adding that Miller is also going to consolidate advertising for Miller Genuine Draft at Martin Agency, Richmond, Va.

Mr. Long, in a statement, said Crispin "demonstrated an impressive ability to think in innovative ways across all marketing platforms and to apply their creativity smartly across emerging and traditional media."

Wieden & Kennedy is the agency for Miller High Life and continues to do that work.

Out in the switch is Ogilvy, which continues to do work for SAB Miller outside the U.S. Y&R, Chicago, will continue to do project work for Lite.

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