NEW YORK MillerCoors has confirmed that Interpublic Group's Draftfcb in Chicago has been awarded a "holiday-themed assignment" on the Miller Lite brand.
Both Draftfcb and Publicis Groupe-backed Bartle Bogle Hegarty here, Miller Lite's lead creative agency, pitched ideas for the seasonal assignment, a client representative said, adding that BBH remains lead shop on the brand.
The project is the first work for the brand by Draftfcb, the rep said. That shop is also on the client's roster, working on Coors, Coors Light and Keystone.
Draftfcb is producing six 15-second holiday spots that will debut on Thanksgiving Day and run through the end of the year, the rep said.
Distributors drove the process, as they wanted new creative for the holiday season, when increased beer sales are up for grabs, sources said.
The media spend for the effort was not immediately known.
Earlier today, MillerCoors tapped MC Media -- formed by Draftfcb, Initiative and Kinetic -- to handle its $400 million media business following a review.