Miller Lite Becomes First Order Of Business at Lucero/Bentz

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DALLAS-Less than a month after exiting a senior account post at Siboney USA, Jim Lucero has partnered in a new shop that has landed Miller Lite’s Hispanic creative duties.
Miller Brewing Co. moved the business to the newly formed Lucero/Bentz, Dallas, from incumbent Marti Flores Prieto & Wachtel of San Juan, Puerto Rico.
Lucero, a former vice president and group account director at Siboney here, teamed with Gary Bentz, founder and former president of Dallas Hispanic shop Lexico, to form Lucero/Bentz.

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