• Ad Age, Friday, May 18, 2007 11:16 AM

Miller Brewing Co. has tapped Bartle Bogle Hegarty to be its agency of record for flagship Miller Lite after a review in which the shop beat out Saatchi & Saatchi, New York, and Y&R, Chicago, in the final round. Miller Lite got $106 million in media spending last year, according to TNS Media Intelligence.

"BBH demonstrated great insight into the character of our brand and our core consumers," says Randy Ransom, Miller's chief marketing officer. "They have shown an ability to work collaboratively and to engage our consumers creatively."

The brewer's network of distributors played a big part in the review, as the contenders were repeatedly pressed on how to sell ideas to wholesalers, some of which were unhappy with previous agency, Crispin, Porter & Bogusky and its "Man Laws" campaign, which got a lot of attention but didn't move product.

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