Miller Brewing Company selects agencies for Hispanic Marketing Work.
June 10, 2006
Miller Brewing Company announced the selection of three new agencies to work on Hispanic creative and promotional marketing initiatives, reaffirming the company’s commitment and investment in the Hispanic market. The agencies, Miami-based Creative On Demand and La Comunidad, as well as Chicago-based Frankel, join MarketVision of San Antonio as agencies charged with producing impactful Hispanic programming for Miller Brewing Company and its brands. Previously, the Bravo Group handle account duties.
Agencies that competed for the Hispanic marketing business were briefed by Miller Brewing Company officials in April. Creative On Demand will produce above the line creative advertising for Miller Lite, with incumbent MarketVision handling below the line promotional programming for the brand. La Comunidad will handle above the line duties for the Miller Genuine Draft brand, with Frankel providing below the line support and expanding its overall relationship with Miller Brewing Company.
“Each day, we see the Hispanic market expanding and becoming more important to the American beer industry,” says Deb Boyda, Vice President of Marketing Content, Miller Brewing Company.
“These new agency partners understand Miller’s business and beer marketing as a whole, and know how to communicate the personality and attributes of our trademark products effectively to this growing segment of the population,” says Boyda.
