Miller Lite Consolidates at CP+B

ATLANTA Miller said it has consolidated advertising chores on its Miller Lite brand at Crispin Porter + Bogusky.

The consolidation at the MDC Partners shop in Miami eliminates three agencies from the Miller Lite roster: WPP Group’s Ogilvy & Mather in New York, independent Wieden + Kennedy in Portland, Ore., and Interpublic Group’s The Martin Agency in Richmond, Va.

Miller spent close to $200 million on ads for the Miller Lite brand through the first 11 months of 2005, per Nielsen Monitor-Plus, up from $170 million in 2004. It was unclear exactly how the business was split among the agencies.

“For Miller Lite to continue its strong sales momentum, it’s critical that we develop a clear, consistent and distinct voice for our flagship brand,” said Tom Long, client chief marketing officer, in a statement. “We believe the best way to accomplish that is to give primary accountability to CP+B.”

The shop joined the brewer’s roster last year and produced the “Great Taste Trial” campaign that launched in November. Those spots depicted a trial with testimony from “taste experts” (including rapper Flavor Flav) that Miller Lite tastes better than Bud Light. The campaign also included print ads in USA Today, podcasts and Internet efforts.