NEWS: Miller Draught calls creative review

TBWA is under pressure on its Miller Genuine Draught creative account following the client’s decision to request ideas from its two other roster agencies.

TBWA is under pressure on its Miller Genuine Draught creative account

following the client’s decision to request ideas from its two other

roster agencies.



The Miller Brewing Company Europe is understood to be concerned that

Genuine Draught is struggling to find a position in the marketplace,

despite being supported by a pounds 5 million campaign through TBWA in

the past 18 months.



Miller’s creative rethink is being led by David Hughes, Miller Brewing

Europe’s marketing director. Hughes has already briefed Rainey Kelly

Campbell Roalfe, which created Campaign’s campaign of the year for 1995,

‘Miller Time’, for Miller Pilsner, as well as the Dublin-based Helme

Partnership, which handles the Genuine Draught account in Ireland.



The desire to seek a new creative positioning coincides with the beer

giant’s decision to roll out Genuine Draught across Europe. According to

sources close to the account, Miller is considering whether it needs a

single pan-European campaign for Genuine Draught, or whether it can run

UK and Irish generated work.



Jo Hoare, TBWA’s chairman, said: ‘Miller Genuine Draught has done

nothing in Europe before and for us this is a growing account. We have

been asked to have a look at our work in the UK and also at the

potential for a campaign across Europe.’ He admitted that if the client

preferred work generated by one of its other roster agencies, TBWA could

lose the creative assignment.



Hoare insisted, however, that whatever the outcome on the creative

account, TBWA would continue to handle the implementation of Genuine

Draught’s advertising across Europe.



A spokeswoman for Miller refused to comment on the review but said: ‘It

is the strategy of Miller Brewing to use all or any of its roster

agencies to generate a creative idea.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).