Miller Reviews Promotions, Events Chores

CHICAGO Miller Brewing is conducting reviews of promotions and events marketing for its Miller Genuine Draft and Miller Lite brands, a client representative confirmed.

“It ties in to what we’ve been doing for the last 18-plus months, which is to sit down and put every bit of our business under scrutiny,” said Scott Bussen, a representative with the Milwaukee brewery, a unit of SABMiller.

For promotions, Miller is in discussions with five shops, including incumbents Zipatoni, a St. Louis-based Interpublic Group shop, and Omnicom Group’s Promotion Network in Dallas, Bussen said.

Three events-marketing shops will make presentations to Miller, including the incumbent, Omnicom’s GMR Marketing in New Berlin, Wis.

Bussen declined to name the other contenders. He said a decision is expected “in the next couple of months.”

Spending on promotions and events marketing could not immediately be determined. Miller spent about $200 million on measured media for its two main brands in 2003, $160 million through July of this year, according to Nielsen Monitor-Plus.

Miller earlier this year held a similar review for its public relations duties before assigning PR to Dig Communications, a Chicago independent.

The brewery solicited ideas from several shops on its advertising creative in 2003, leading to the addition of Interpublic Group’s The Martin Agency in Richmond, Va., to its roster.