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Bayer Bess Vanderwarker’s addition to Miller Brewing Co.’s agency roster last week was born of a massive new-product search that included virtually all of Miller’s current agencies, and resulted in new-product assignments for three or four agencies.
Sources close to the brewer say that Miller president Jack MacDonough, senior vp/marketing Dick Strup and vp/brand management Neil Harrison called on all its agencies to develop ideas on new products. Because of MacDonough’s relationship during his years at Anheuser-Busch with Bayer Bess partners Ron Bess and Gary Bayer, the agency also was included in the idea roundup.
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