Miller Brewing has named Publicis-owned Digitas to head its digital marketing business. Digitas will be developing interactive programs across Miller’s entire brand portfolio. Agency.com handled most of Miller’s previous digital work
“As we evolve our digital marketing approach, we will be looking to develop more programs that naturally engage consumers in ways that tap into meaningful spaces where they spend their time,” said Jackie Woodward, Miller’s vice president of media and marketing services. “We are stepping up our efforts and Digitas is the right partner to help us develop break through programs that engage consumers and help further differentiate our brands.”
Miller’s competition online will not be light as more brewers are focusing their resources on digital advertising. Anheuser-Busch launched its online entertainment network on February 4 called Bud.TV. Their site features branded content for Anheuser-Busch products along with celebrity interviews, comedy and user generated content. Its not known what approach Miller and Digitas will take with their campaign.
“We are thrilled to work with Miller Brewing Company to further grow and enhance its presence in the marketplace,” said Laura Lang, president of Digitas. “Digital marketing is becoming such an integral part of any marketing campaign and we know we can help Miller develop world-class digital programming.”
Digitas will team with Crispin, Porter + Bogusky on its Miller Lite brand, and Young & Rubicam on their Miller Genuine Draft brand. Other Miller brands include Red Dog, Leinekugel’s, Hamm’s, Milwaukee’s Best and Foster’s Lager.
The company’s oldest beer is Miller High Life, which is billed as the champagne of beers. They also import Italian beer Peroni and Czech beer Plisner Urquell along with the Australian brew Foster’s.
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