Miller Hands Ogilvy and JWT MGD Assignments

CHICAGO–Miller Brewing has awarded assignments for its Miller Genuine Draft brand to both Ogilvy & Mather, which handles Miller Lite, and MGD incumbent J. Walter Thompson following a creative faceoff between the two shops, a Miller representative said.

“We decided to go with both shops, we liked both ideas,” the representative said. The representative, Scott Bussen, stressed that JWT Chicago remains the lead agency for the brand.

New executions for the $50 million brand will maintain the “Pure MGD” theme introduced by JWT earlier this year, the representative said. The new work, from both JWT and Ogilvy, New York, is scheduled to be completed by October in time for a meeting of the Milwaukee brewery’s distributors.

Miller was purchased by South African Breweries earlier this year. Brewery executives have made clear that JWT has fallen short on the brand since landing the business in 1999, first with its “Never miss a genuine opportunity” effort, and later with the “Pure MGD” campaign.