TITLE

Miller move to WPP a family affair

AUTHOR(S)
Chura, Hillary; Snyder, Beth
PUB. DATE
August 1999
SOURCE
Advertising Age;8/2/1999, Vol. 70 Issue 32, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports that Miller Brewing Co. has awarded advertising accounts to J. Walter Thompson USA and Ogilvy & Mather Worldwide in the U.S. J. Walter picked up the $60 million Miller Genuine Draft account and Ogilvy got the $95 million Miller Lite beer work. A Miller revival could prove to be tough, especially in the face of staunch competition from imported beers. Industry insiders agree Miller's next challenge is to identify which brand will be its flagship, then find its target audience and reach them with simple messages. Miller lost that in Lite's quirky campaign, which failed to appeal to young beer drinkers.
ACCESSION #
2109108

 

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