Miller Enlists Martin for Genuine Draft

CHICAGO The Martin Agency is in production on as many as four spots for Miller Genuine Draft that are expected to break in mid-February, a brewery executive said.

The Interpublic Group shop in Richmond, Va., was approached by Miller in early December after roster shops including the WPP Group’s Ogilvy & Mather and Young & Rubicam were unable to come up with a creative execution for a new MGD strategy, said Tom Bick, senior brand manager for Miller Trademark development at the Milwaukee brewery.

“I would not say that the roster agencies didn’t come up with the idea, they worked on the strategic side,” Bick said. “What we weren’t quite getting is the creative execution on that strategic idea.”

Bick said the brewery called Martin because they were impressed with work including the shop’s “Brown” campaign for UPS.

Miller wanted an agency that could “augment, not duplicate,” its roster shops, Bick said.

Bick declined to get into details about the strategy behind the upcoming MGD work, but said it would be similiar to Y&R’s work for Miller Lite in that it will attempt to find “the right balance of emotional and reasons for being.”

Miller in November unveiled new trademark advertising form Y&R and Ogilvy tagged “Good call.” Two spots for Miller Lite from Y&R have also been running.

The brewery’s other roster shop, independent Widen & Kennedy in Portland, Ore., handles Miller High Life.
Now that it’s on the roster, Martin could now get a crack at doing Miller trademark work as well as work for Miller Lite, Bick said.

Miller spent $35 million on MGD through November of last year, according to Nielsen Monitor-Plus.

This story updates a previously posted item.