Miller Genuine Draft has disowned Mother and the $70 million global advertising account has moved straight into Leo Burnett and Arc without a pitch.
Miller apparently asked Mother to submit ideas for a new global campaign earlier this year, but later asked Leo Burnett to put forward its own work for consideration.
Leo Burnett already had a connection with Miller through Arc, which handles Miller Genuine Draft’s direct marketing business, which it won in November last year.
Arc was hired by the parent company SABMiller to hook up with Mother and handle the international roll-out of the planned new global campaign. Leo Burnett and Arc will now handle conception and roll-out for the campaign.
Mother won the business in February 2005 after pitching against VCCP and The Hive, the Toronto-based incumbent.