Essay 4178

Adweek.com reports Miller Lite assigned its Latino business to Lopez Negrete. The shop picks up $40 million in billings, versus $165 million that Miller’s White agency receives. Guess you could refer to White agency Bartle Bogle Hegarty as lite, and Lopez Negrete as ultra-lite. Or mucho lite.

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Miller Lite Taps Lopez Negrete for Hispanic

By Aaron Baar

CHICAGO Miller Brewing has tapped Lopez Negrete as lead creative agency on its $40 million Miller Lite Hispanic account after a review, the company confirmed.

“We chose Lopez Negrete because they were passionate about their work and have a proven track record in delivering creative integrated campaigns that work with Hispanic consumers,” said David Dixon, senior director of Hispanic marketing at Miller, in a statement. “We are confident that this new partnership will help Miller Lite continue to develop messages the resonate with the Hispanic community.”

The Houston-based shop will handle creative across various media and in partnership with the company’s other advertising agencies to tailor their programs for the Hispanic market.

Contenders for the business were not disclosed. Integra Marketing managed the review. The Milwaukee company’s previous Hispanic agency was Creative on Demand in Miami.

Miller in May moved creative duties on its $165 million general market account to Publicis Groupe-backed agency Bartle Bogle Hegarty after a review. The account had previously been handled by MDC Partners’ Crispin Porter + Bogusky, which parted with the client over creative differences.

Miller’s other agencies include: New York independent Mother, which handles Milwaukee’s Best; Publicis Groupe’s Saatchi & Saatchi in New York, which advertises High Life; and WPP Group’s Young & Rubicam in Chicago, which represents MGD and Miller Chill.

Miller spent just over $40 million on Hispanic media for its Lite brand last year, according to Nielsen Monitor-Plus.