O&M Turns to Syndicate for Help on Miller Lite Creative Bench Asked for Strategy and Creative for the Brand

Ogilvy & Mather turned to members of its creative Syndicate for a new set of TV spots for Miller Lite, some of which are now in production, sources said.

Ogilvy in New York has been searching for a winning ad formula for the troubled brand since being handed the account just more than a year ago. The New York agency enlisted several Syndicate agencies earlier this year in an effort to develop a strategic platform and creative executions for the brand, sources said.

Among the shops that were thought to be involved in the Miller Lite project are Work in Richmond, Va.,