Saatchi Wins High Life

NEW YORK Saatchi & Saatchi has landed creative duties on Miller High Life.

Saatchi here, a unit of Publicis Groupe, was a finalist for Miller Lite, which last week awarded creative chores to Bartle Bogle Hegarty.

Both brands came out of MDC Partners’ Crispin Porter + Bogusky, which split with the client in March. To win Miller Lite, Publicis-backed BBH here bested Saatchi and WPP Group’s Young & Rubicam in Chicago.

Miller Lite, the Milwaukee-based brewer’s flagship brand, was backed by about $165 million in major measured media last year, according to Nielsen-Monitor Plus. Media spending on High Life was approximately $10 million, per Nielsen.

“Saatchi is a terrific agency and we know they will be great stewards of our most timeless brand, Miller High Life,” said client CMO Randy Ransom. “They have consistently created campaigns that spark tremendous consumer buzz and sales results.”

Saatchi is expected to continue the “Take back the High Life” campaign that Miller launched last year. Ads in that campaign feature a High Life deliveryman portrayed by actor Windell Middlebrooks.

“Miller High Life is one of the great brands in the beer business, having been around for more than 100 years,” said Mary Baglivo, Saatchi’s New York CEO. “Its authentic, unpretentious, no BS approach is working and we aren’t going to alter that successful strategy, although we will look for ways to expand it further.”