Miller High Life Moves to CP+B

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CHICAGO Miller Brewing confirmed it has cut Wieden + Kennedy from its roster.

The independent shop in Portland, Ore., had handled the Miller High Life account. The brand will now be handled by MDC Partners’ Crispin Porter + Bogusky on a project basis, a Miller representative said.

Miller spent nearly $20 million on High Life advertising last year, but only $5 million through July 2006, according to Nielsen Monitor-Plus.

Wieden had been on the Milwaukee company’s roster for about a decade, long crafting spots that portrayed various “manly behaviors” (such as the ability to back a boat trailer into a driveway) as qualities of a “High Life Man.”

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