• by John Gaffney , July 17, 2003

Miller Time: What to do when you pitch Miller Beer's business? I would argue that this is among the most high profile agency reviews in a long time. I would also argue it's one of the best advertising opportunities and brand positioning projects to hit this business since BBDO and Weiden + Kennedy won AOL a few months ago. Whoever gets this account will need to do a great creative job, that's given. It will also need to strengthen Miller's brands which have been diffused due to catfights and other misguided approaches. I think the main challenge and opportunity here however, lies in media planning. If anyone can find a way to one-up Anheuser-Busch's brands it's in media planning. Miller has an opportunity to plan better Internet campaigns than its competition. It has a chance to craft more compelling database building efforts through consumer promotions. It can even think about grassroots and viral marketing, which Bud seems to have bailed on since "Whassup?" Miller will never outspend Budweiser. But in this business, you have to believe you can have a better planning and buying strategy.

Primal Urges: Nothing like competition to spur ad spending. Case in point: Bayer and GlaxoSmithKline, which are jointly developing a Viagra competitor called Levitra, will become official National Football League sponsors to the tune of $18 million. Expect the pharmaceutical category to keep fueling deals like this. The competition in men's health and other categories continues to have huge corporate stakes. It's not just the sports leagues that will benefit, it's TV magazines and other media as well.

At The Buzzer: Am I the only one not surprised by AT&T Wireless bailing on its mLife initiative? The vague branding campaign, which was launched to great fanfare and ad spending during the 2002 Super Bowl was vague and distracting from minute one.