Loss of Miller Lite’s Hispanic Account Forces Dallas Shop to Cease Operations
DALLAS–Miller Brewing’s decision to pull Hispanic creative duties for Miller Lite from LuceroBentz here will force the 7-month-old shop to close its doors this month.
Agency partner Jim Lucero said Miller executives informed him of their decision on April 3.
“Our work for Miller Lite was of the highest quality, but they have other plans for the brand that we are unaware of,” Lucero said.
Miller executives could not be reached at press time.
Lucero said the Miller Lite loss forced him to lay off all seven staff members. Project work for Southwest Airlines was the agency’s only other source of income. The shop will close April 30.
The agency principal would not disclose dollar figures, but sources said Miller spends in excess of $10 million to reach Hispanic consumers.
Lucero, a former vice president and group account director at Siboney USA in Dallas, plans to work as a marketing consultant. He said his partner, Gary Bentz, will revive Lexico, a Hispanic shop he shuttered after partnering with Bentz.
LuceroBentz developed seven ads for Miller Lite in conjunction with Square One here and Fallon McElligott in Minneapolis. As Miller Lite’s lead creative agency, Fallon conceives general market ads and works closely with Miller’s other shops to ensure the consistency of advertising messages aimed at all consumer segments. Leo Burnett in Chicago handles all media buying for the Milwaukee-based brewer.
LuceroBentz’s ads appeared on Spanish-language networks and in general market media with high Hispanic viewership.
Square One has developed Texas-specific ads for Miller Lite. In conjunction with Fallon, it also recently launched new work for Miller’s Red Dog label. –with Trevor Jensen