Roster Shops Zipatoni, Gmr Survive As Miller Consolidates Promotions

Seeking to unify its event and promotional lineup to more closely match the brand images communicated through its advertising, Miller Brewing Co. has consolidated promotional marketing responsibilities at two of its six roster shops.
The Milwaukee brewer’s promotional spending, estimated by industry sources to be at least $50 million, will be split between the Zipatoni Co.
in St. Louis, which will handle all consumer promotions, and GMR Marketing of Brookfield, Wis., which takes over all entertainment and sports marketing.
Both were roster shops under a previous setup that split promotional work by region, brand and event category. Miller executives decided that the arrangement too often resulted in disparate messages that sometimes failed to match events and promotions with brand equity established in advertising, according to sources.
Cut from the roster, effective at the end of the year, are Market Growth Resources in Wilton, Conn. (a True North unit); Louis London in St. Louis (recently acquired by Interpublic Group of Cos.); Wunderman Cato Johnson, Chicago (a Young & Rubicam unit); and Encore Marketing in Toronto.
Since revamping its ad agency lineup last December, Miller has focused on rebuilding the images of its core brands. A campaign created by Wieden & Kennedy in Portland, Ore., connects the Miller Genuine Draft brand to a hip edginess, most recently portrayed in a spot showing African Americans grooving to an Al Green song.
All promotions behind Miller Lite are now expected to match the fun, quirky image promulgated in a campaign from Fallon McElligott in Minneapolis. The latest work in that campaign features a promotion for the Super Bowl, with a cheesy ’70s-style rock band offering consumers a chance to lead cheers at the game.
Separately, a Miller campaign created by Cramer-Krasselt in Milwaukee and running only in Wisconsin was launched last week. The effort is tagged, “The beers that serve Wisconsin.” The campaign promotes the various civic contributions that the brewer has made to the state.