Miller Enlists Miami Shop for MGD Ideas

CHICAGO Miller Brewing has hired MDC Partners’ Crispin Porter + Bogusky to work on Miller Genuine Draft, the brewery confirmed.

The Miami agency joins Miller roster shops including Interpublic Group’s The Martin Agency in Richmond, Va., and WPP Group’s Ogilvy & Mather, New York, and Young & Rubicam, Chicago. A CP+B representative referred calls to the client.

MGD ads have been part of the Milwaukee brewery’s trademark “Good call” campaign, but a fresh and distinctive approach for the brand is being sought. “We haven’t been happy with MGD’s performance,” a Miller representative said.

Miller spends about $50 million annually on MGD advertising.

CP+B until March had worked on Molson, a relationship that ended not long after the merger of Molson and Coors to form Molson Coors Brewing. Ad spending on Molson was about $10 million a year.