Miller Selects Hispanic Shops

NEW YORK Miller Brewing has chosen CreativeOndemanD and la comunidad to handle nearly $35 million in Hispanic advertising for Miller Lite and Miller Genuine Draft, respectively, sources said. The company is expected to disclose its choices on Friday.

Miller Lite spent more than $30 million in Spanish-language media in 2005, while Miller Genuine Draft spent $3 million, per TNS Media Intelligence.

Following an agency search that began in April, Miller also selected Publicis Groupe’s Frankel, based in Chicago, to handle below-the-line efforts in the Hispanic market for both brands. MarketVision in San Antonio, which created advertising and below-the-line efforts for “Pason 10,” the soccer-themed television, radio and promotions campaign, will remain on Miller’s roster, handling below-the-line marketing for Miller Lite.

According to the company, la comunidad of Miami, COD in Coral Gables, Fla., and New York-based The Bravo Group, a finalist that had worked with Miller in the past, pitched for both Miller Lite and Miller Genuine Draft. Casanova Pendrill of Costa Mesa, Calif., which handled MGD in 2005 on a project basis, also competed for Miller Lite.

For below-the-line efforts, Miller had conducted a specific agency search in which Relay and Experiencia, both based in Chicago, and al Punto in Tustin, Calif., were also considered, sources said.

Agency executives either could not be reached or declined comment.