DDB Chicago has won the creative account for Miller Lite away from 180LA, three months after taking the digital business from DigitasLBi. But now comes the hard part: Jump-starting the nation’s fourth-largest beer brand as big brews continue to struggle.
“Starting this week, we are consolidating the Miller Lite creative responsibilities at DDB Chicago,” MillerCoors CMO David Kroll said in an internal memo.
“This transition will be seamless as we are keeping the business within the Omnicom family. We are moving some of the best creative talent from our previous agencies 180LA and Juniper Park, into a new team at DDB in order to have a best-in-class creative and planning team.”
The brewer will also be “strengthening our relationship with DDB by moving global creative for Miller Genuine Draft to DDB’s London-based agency Adam & Eve,” he said.
DDB is the third Omnicom shop to get a crack at Lite creative within three years. MillerCoors parked Lite at 180LA in April 2016 after cutting ties with TBWAChiat Day, which won the account in late 2014 after a pitch that included then-incumbent WPP, which had used talent from Ogilvy for the business.
Under 180LA, MillerCoors in recent months has used Miller Lite ads to go squarely after Bud Light. Ads have plugged Lite as brewed with “more taste, less calories and half the carbs” than its larger competitor. This summer MillerCoors has been running a blind taste test in bars called “Know Your Beer” in which it puts Lite up against Bud Light with a goal of reaching 500,000 consumers by the end of the season.
180LA said in a statement to Ad Age that it was very disappointed. “We have a team of world class people on their business,” the agency said. “We’ve delivered a platform called hold ‘Hold True’ that’s working incredibly well for them and will continue to serve the Miller Lite…