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.