Miller Lite Moves to LatinWorks

Fast-track LatinWorks will become part of the Ogilvy & Mather network, on the heels of winning the $20-25 million national Hispanic creative account of Miller Lite, sources said.

Details of the alliance could not be confirmed at press time last week, but the move will create the first Hispanic marketing affiliate for New York-based Ogilvy’s agency network.

LatinWorks principal Alejandro Ruelas referred questions to Ogilvy. O&M representative Toni Lee confirmed an announcement will be made this week, but declined to elaborate.

Austin, Texas-based LatinWorks was founded in 1998 by former Anheuser-Busch executives Ruelas and Manny Flores, in partnership with executive creative director Sergio Alcocer.