Miller taps Digitas as digital agency of record

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Miller Brewing Co., producer of beers such as Miller Lite and Miller High Life, picked Publicis Groupe's Digitas, Boston, as its digital agency of record after a competitive review of shops.

The Milwaukee-based brewer is ramping up its interactive marketing efforts in line with competitors like Budweiser owner Anheuser-Busch, which recently debuted an Internet broadcast site called bud.tv. Agency.com previously handled a large component of Miller's interactive marketing.

"As we evolve our digital marketing approach, we will be looking to develop more programs that naturally engage consumers in ways that tap into more meaningful spaces where they spend their time," Jackie Woodward, Miller vice president of media services, said in a statement.

"We are stepping up our efforts … to help us develop breakthrough programs that engage consumers and help us further differentiate our brands," she said.

Digitas' Chicago office will develop interactive programs for Miller's entire brand portfolio. The agency will also work closely with Miller's advertising, promotions and media agencies.

SABMiller PLC owns Miller. In addition to Miller Lite and Miller High Life, the brewer owns Miller Genuine Draft. It imports Peroni Nastro Azzuro, Pilsner Urquell and Foster's along with regional craft beers from Jacob Leinenkugel Brewing Co. and Blitz-Weinhard Brewing Co.

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