This morning we received several tips claiming that the Miller Lite account now belongs to Leo Burnett Chicago.
We initially found the claim somewhat surprising given that the company only announced its creative review (with subsequent AdAge coverage) in mid-August; we have received no confirmation from agency or client.
However, a quick hashtag search reveals that many of Leo Burnett’s employees spent the long weekend doubling down on the pitch.
UPDATE: our first guess was accurate; the review is just beginning and the hashtag appears to be part of an effort to pitch more aggressively.
From LB director of operations David Kuda:
#itsmillertime pic.twitter.com/4PaPln3edP
— david kuta (@buddakuta) September 3, 2014
EVP Cliff Schwandner:
Happy Labor Day! #itsmillertimelb pic.twitter.com/8JmkCDgcMZ
— Cliff Schwandner (@cschwand) August 31, 2014
There are plenty more. In fact, the tag seems to have been co-opted by employees of rival agencies like, say, BBDO:
#ItsMillerTimeLB pic.twitter.com/LiUtQBH9cI
— Christopher Cole (@coleworldwide) September 3, 2014
Some other facts: MillerCoors did cut its ties with Saatchi & Saatchi in April, launching a subsequent creative review that involved Burnett, TBWA LA and the new Ogilvy-run WPP unit Royal Order. Also: the company just resurrected its white label, presumably acting on the advice of Guy Fieri and his frosted tips.
At any rate, we’ll take this opportunity to congratulate the agency on a very persistent pitch.