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Miller Turns to Digitas

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CHICAGO Miller Brewing has consolidated its digital marketing assignments at Publicis Groupe's Digitas after a review, the company confirmed.

"As we evolve our digital marketing approach, we will be looking to develop more programs that naturally engage consumers in ways that tap into the meaningful spaces where they spend their time," said Jackie Woodward, Miller's vice president of media and marketing services, in a statement. "We are stepping up our efforts and Digitas is the right partner to help us develop breakthrough programs that engage consumers and help further differentiate our agency brands."

The agency's assignment will span across the Milwaukee brewer's entire portfolio of brands, including Miller Lite and Miller Genuine Draft.

The agency will also work with the company's advertising, promotions and media agencies.

The work will mostly be handled out of the Boston-based agency's Chicago office. Most of Miller's digital work had been handled by Agency.com, according to a company representative.

Miller has drastically revamped its agency lineup and marketing strategies over the past year. Most recently, the company's flagship Lite brand abandoned its "Man law" campaign in favor of a new series of spots that focus on the L-I-T-E spelling of the brand. Both campaigns are from MDC Partners' Crispin, Porter + Bogusky in Miami.

The company also last October introduced a new campaign for Genuine Draft from WPP Group's Young & Rubicam in Chicago. The effort uses the tagline, "Experience is golden." A new campaign for Miller High Life from CP+B depicted a delivery driver removing cases of High Life from fancy bars and upscale grocery stores.