MillerCoors has moved all creative work for Miller Lite to DDB Chicago.
MillerCoors is making the move a month after shifting the Miller Lite digital account to DDB Chicago. There was no separate review for the full creative account.
“We’ve made great progress over the past couple of years, but still have work to do,” MillerCoors CMO David Kroll said in a note to employees. “Miller Lite recently celebrated its 10th straight quarter of share growth, and in order to accelerate our momentum, it’s imperative that we have the strongest team possible on board.”
In addition to consolidating the U.S. Miller Lite creative business, we will also be strengthening our relationship with DDB by moving global creative for Miller Genuine Draft to DDB’s London-based agency Adam & Eve.
Miller Lite sales have declined 1.8 percent year-to-date through July 1 in a tough beer category, according to Nielsen. Miller Lite has gained 0.5 share of the Premium Light segment year-to-date.
While the move means Miller Lite will be formally cutting ties with 180LA and Juniper Park, the new team at DDB will include many existing agency talent, including those responsible for the brand’s Cannes award-winning design work. 180LA, Juniper Park and DDB Chicago are part of Omnicom Group.
“We have the right brand purpose, the right brand world and the right creative to bring it all together. Now we have the right team in place to capitalize on the opportunity in front of us,” Kroll said in the note.
Over the past few years, Miller Lite has adopted a consistent positioning – Hold True – and a consistent visual identity. It has done so with some shifts within Omnicom agencies. It hired TBWA in 2014 under then-CMO Andy England. Last spring it moved the account to sister agency 180LA.