Miller Lite Goes to BBH

NEW YORK Publicis Groupe-backed Bartle Bogle Hegarty here has won creative chores on Miller Brewing’s Miller Lite account following a review.

The client confirmed the move, which was first reported earlier today on Adweek.com.

Estimated domestic ad spending last year on the brand was $165 million, per Nielsen Monitor-Plus.

The work had previously been at MDC Partners’ Miami-based Crispin Porter + Bogusky, which parted ways with Miller earlier this year.

“BBH demonstrated great insight into the character of our brand and our core consumers,” said Randy Ransom, Miller’s CMO, in a statement. “They have shown an ability to work collaboratively and to engage our consumers creatively. They are passionate about the beer business.”

“We love Miller’s ‘able challenger’ approach and know that we will create engaging work that will help fuel the momentum behind Miller Lite, one of the best brands of the past 30 years,” said Gwyn Jones, CEO of BBH in New York.

The other review finalists were Publicis Groupe’s Saatchi & Saatchi in New York and WPP Group’s Young & Rubicam in Chicago.

The destination of Miller High Life, which was also in play, could not immediately be determined. Miller said it would award duties on High Life next week. (Crispin had also handled that brand.)

A recent Miller spot by Crispin is shown.