Brewer Ships Icehouse, Molson Brands to Dallas
DALLAS–Square One’s principals were reunited with two brands from their former shop when the $30 million Dallas agency was handed ad duties for Miller Brewing’s Icehouse and Molson beers last week.
Molson and Icehouse were previously at Young & Rubicam in New York. Both brands together were backed by $15 million in spending last year, according to Competitive Media Reporting.
Square One partners Tom Hansen and Tim Murphy each worked on Icehouse’s 1993 launch while they were at Young & Rubicam in Chicago. The two also worked on Molson, which moved along with other Miller brands to Young & Rubicam’s New York office in 1996.
Not included in Square One’s win was Y&R’s work for Miller subsidiary Jacob Leinenkugel, which will be assigned at a later date, client officials said.
The suds lineup at Square One now involves five brands, including Miller’s Red Dog and Milwaukee’s Best.
Sources said Square One made an impression on Miller and Phillip Morris representatives during the Miller Lite review. Hansen and other Square One officials entered talks to be acquired by their Miller Lite pitch partner, Hill, Holliday, Connors, Cosmopulos of Boston, if the small Texas shop managed to pull off the upset.
Hansen said two weeks ago that an acquisition was unlikely without the Miller Lite business. He could not be reached for comment last week on whether acquiring the Molson and Icehouse business would rekindle those discussions.
Square One still maintains its ties with Miller Lite, through a partnership with lead agency Fallon McElligott in Minneapolis. The Dallas shop handles Texas-only broadcast and print creative duties for Miller Lite, as well as nationwide Hispanic work through unit Uno Comunicaciones.
Other clients on the Square One roster include Sprint, Whataburger, HBO and Texas Land & Cattle Steakhouses.