Miller Centralizing Control Of Promotional Spending

CHICAGO-Executives at Miller Brewing’s headquarters are asserting greater creative control over sponsorships and promotions in an effort to establish more consistency between events and national ad campaigns, sources said last week.
Some sponsorships could be dropped, others are expected to shift brands as Miller attempts to match events with ad executions, which are intended to portray Genuine Draft as hip and edgy and Miller Lite as fun, sources said. Miller Lite is handled by Fallon McElligott, Minneapolis; Genuine Draft by Wieden & Kennedy, Portland, Ore.
In past years, Miller’s 17 field marketing teams had extensive freedom to create their own promotions.