Miller to Shift Some Lite Duties

Miller Brewing has confirmed that it has withdrawn an estimated $20-25 million creative account from Square One. A major portion of that business will be handed to roster shop LatinWorks, according to sources.

Square One previously handled Texas regional branding work for Miller Lite, as well as national Hispanic marketing through its wholly owned Uno Comunicaciones unit. The agency will now handle only the Icehouse brand and some isolated projects, sources said. Austin, Texas-based LatinWorks, the Latino marketing agency for Miller Genuine Draft beer, has been given the national Hispanic portion of Miller Lite.