Lite Stays On in Dallas

Fallon McElligott’s retention last week of the $150 million Miller Lite account also will mean business as usual for Square One in Dallas.
Square One partner Tom Hansen confirmed the shop’s Hispanic unit, Uno Comunicaciones, will maintain Miller Lite Latino marketing chores. Hansen declined further comment.
Fallon, Square One and other finalists Publicis & Hal Riney, San Francisco, and Wieden & Kennedy, New York, all met executives from Miller parent Philip Morris in New York last week. The meeting was said to be a “check off” of the decision to stick with Minneapolis-based Fallon. Young & Rubicam in New York was cut earlier.
The Milwaukee brewery said only that Fallon was retained after a “thorough and disciplined evaluation of the long-term vitality and performance of the Miller Lite brand.” Sources told Adweek that Fallon’s save came despite a late December meeting at which the agency did not impress client executives.
Square One has been involved with Miller Lite on two levels: the Hispanic work through Uno (and its precursor, Lucero/Bentz) and Texas regional brand assignments. Some of the spots for those markets graduated into the national rotation of Fallon’s “Dick” series.
Fallon McElligott’s winning idea to replace the “Dick” campaign was a closely guarded secret. One source speculated the new work in March would be a modern take on the advertising that made the brand famous: the “All-Stars” television spots featuring retired jocks.
Miller’s media buyer remains Starcom Media Services in Chicago.
–with staff reports