MEDIA: MEDIA CHOICE

Martin Heaton-Cooper, a TV buyer at McCann-Erickson, chooses the three- minute Miller Time commercial currently running on Channel 4 and Sky One. ‘It’s the first time anything like this has been done, a real breakthrough in media strategy. Being Miller Pilsner’s first advertising since ‘It ain’t heavy’ about four years ago, this had to make a splash. And it’s certainly done that. It’s a total media attack, with shorter TV ads, posters and press work all geared towards the one slot. And the targeting is perfect - especially on Sky, where it runs in Letterman.’ Media buyer: David Jowett, the Media Centre, creative: Rainey Kelly Campbell Roalfe

Martin Heaton-Cooper, a TV buyer at McCann-Erickson, chooses the three-

minute Miller Time commercial currently running on Channel 4 and Sky

One. ‘It’s the first time anything like this has been done, a real

breakthrough in media strategy. Being Miller Pilsner’s first advertising

since ‘It ain’t heavy’ about four years ago, this had to make a splash.

And it’s certainly done that. It’s a total media attack, with shorter TV

ads, posters and press work all geared towards the one slot. And the

targeting is perfect - especially on Sky, where it runs in Letterman.’

Media buyer: David Jowett, the Media Centre, creative: Rainey Kelly

Campbell Roalfe



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