Miller Brewing names Lopez Negrete as Hispanic AOR.

Miller Brewing Company announced that Houston-based Lopez Negrete won its Hispanic agency of record designation for the Miller Lite brand following a competitive pitch.

“We chose Lopez Negrete because they are passionate about their work and have a proven track record in delivering creative integrated campaigns that work with Hispanic consumers,” said David Dixon, Senior Director, Hispanic Marketing at Miller. “We are confident that this new partnership will help Miller Lite continue to develop messages that resonate with the Hispanic community.”

As Miller Lite’s Hispanic agency of record, Lopez Negrete will be responsible for developing integrated marketing programs across various media and working in partnership with other Miller marketing agency partners.

Miller Vice President of Content Debora Boyda said the addition of Negrete rounds out the selection of agencies Miller has chosen to help drive the creative process for the brewer. “Lopez Negrete joins an already strong agency roster for Miller including BBH, Mother, Y&R and Saatchi New York and we are excited about leveraging the expertise and power of this cross functional collaboration.”

“We are excited to work with Miller Brewing Company to further grow the Miller Lite brand and enhance its presence in the Hispanic community,” said Alex Lopez Negrete, president and chief executive officer. “There is an enormous opportunity in the Hispanic market and we look forward to helping Miller reach this increasingly powerful constituency.”