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