Miller Lite Becomes First Order Of Business at Lucero/Bentz

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. The Miller win is the shop’s first since opening its doors late last month.
Billings for the Miller Lite creative account were not disclosed.
Media buying for all Miller brands was also moved–from Marti to the Hispanic Media Group of Leo Burnett in Chicago. Marti retains U.S. Hispanic creative duties for Miller Genuine Draft, along with some international projects.
Lucero could not be reached at press time to comment on the win.
In a statement, Miller Lite brand director Mike Johnson said: “This move will strengthen our brand-building efforts among contemporary Hispanic adults. The consumer segment is becoming increasingly important to our business, especially in Texas.”
Lucero was vice president of the Hispanic group at Berry-Brown, Dallas, before joining Siboney, where he worked on the Nestlƒ and El Pollo Loco accounts. At Lexico, Bentz served a variety of clients, including Churchs Chicken.