• by Gavin O'Malley  @mp_gavin, February 14, 2007

It's Miller time for Publicis Groupe's Digitas, which has been named the digital agency of record for the Milwaukee brewer's entire portfolio of brands, including Miller's flagship Lite brand and Miller Genuine Draft.

Following a review, Miller chose to consolidate its digital marketing assignments with Digitas after a year of spotty initiatives, including Miller Lite's scrapped "Man law" campaign. MDC Partners' Crispin, Porter + Bogusky was responsible for "Man Law," as well as its replacement campaign focusing on the L-I-T-E spelling of the brand. The majority of Miller's digital work, however, has been handled by Agency.com.

"We are stepping up our efforts and Digitas is the right partner to help us develop breakthrough programs that engage consumers and help further differentiate our agency brands," Jackie Woodward, Miller's vice president of media and marketing services, said in a statement. "As we evolve our digital marketing approach, we will be looking to develop more programs that naturally engage consumers in ways that tap into the meaningful spaces where they spend their time."

Miller faces some serious competition, particularly online where beer brands are investing energy in pioneering campaigns. Earlier this month, Anheuser-Busch launched its Web-based TV network dubbed Bud.TV. The 24/7 network, overseen by agency DDB, features both live and on-demand programming, such as Webisodes, celebrity interviews, comedy, short films and consumer-generated content. The agency will also work with the company's advertising, promotions and media agencies. The work will mostly be handled out of the Boston-based agency's Chicago office.

Earlier this month, advertising duties on the Miller Lite brand were consolidated at Crispin Porter + Bogusky. The consolidation removed Ogilvy & Mather, Wieden + Kennedy, and The Martin Agency from Miller Lite's agency roster.

In October, WPP Group's Young & Rubicam introduced a campaign for Genuine Draft with the tagline, "Experience is golden."