NEW YORK Starcom has retained media chores on Miller Brewing's U.S. ad account following a review, the client has confirmed.
The Publicis Groupe agency in Chicago ultimately overcame Aegis Group's Carat in New York to win the business, per sources.
Miller had cut WPP Group's MindShare from its estimated $300 million media review after hearing presentations from the three agencies [Adweek Online, April 17].
The client had declined to identify contenders during the course of the review.
The review was managed by search consultancy Roth Associates in New York and was disclosed in late January. At that time, Bob Brennan, Miller's director of strategic projects, was overseeing the process.
In March, however, Miller hired McDonald's marketing executive Jackie Woodward as vp of programming, media and marketing assets, and she assumed responsibility for the review. She reports to Tom Long, Miller's chief marketing officer.
Woodward's position at Miller is new, but she effectively takes over the duties held by Brennan before he was named director of strategic projects. Previously, he had been director of marketing services.
"Starcom won the business because its people demonstrated a great understanding and passion for our business and how media can help advance our brands," said Jackie Woodward, Miller's vice president of programming and media assets, in a statement.
John Muszynski, CEO of Starcom, said, "This review provided us an opportunity to showcase the high caliber of Starcom talent, strategy and activation to a new management team."