- Andrew McMains

NEW YORK Miller Brewing is shifting creative duties on its Miller Chill brand to Saatchi & Saatchi from Young & Rubicam, the client confirmed today.

Spending on the brand, which Miller launched last year, exceeded $25 million in 2007, according to Nielsen Monitor-Plus. That figure does not include online spending.

Saatchi's New York office, which already handles Miller High Life, will add the assignment, which a client representative described as a project. The shift occurred after the Milwaukee-based client considered creative concepts from both WPP's Y&R in Chicago and Publicis Groupe's Saatchi in New York, the rep added. Saatchi's first work is expected toward the end of the second quarter.

Y&R remains on the Miller roster, handling creative duties on Miller Genuine Draft.

Saatchi New York also is competing for creative duties on the launch of a new brand, along with independent StrawberryFrog here, according to sources.

The rep declined to discuss specifics of the new product exercise. Speaking generally, however, the rep did say that with potential new brands, the company is "always seeking to develop creative concepts to see what resonates with consumers." The rep added that it "doesn't necessarily mean that a particular creative concept will be used. It's just helping us gather information."

Sources expect the process to conclude next month. Spending on the new assignment could not be ascertained.

Miller also considered Mother, another roster agency, for the assignment but that shop was eliminated in an earlier round. StrawberryFrog already handles Miller's Foster's brand.