US: Miller Brewing nominates Hispanic agency for Miller Lite

Miller Brewing Company has announced that its Hispanic agency of record for its Miller Lite brand will be Lopez Negrete.

The company said yesterday (11 July) that Houston-based Lopez Negrete will be responsible for developing marketing campaigns across various media as well as working closely with other Miller marketing agency partners.

Miller's senior director of Hispanic marketing David Dixon said: "We chose Lopez Negrete because they are passionate about their work and have a proven track record in delivering creative integrated campaigns that work with Hispanic consumers."

The brewer added that it had chosen Lopez Negrete to diversify its team. Lopez Negrete will join Miller's agency agency with BBH, Mother, Y&R and Saatchi New York.

Lopez Negrete's president and CEO Alex Lopez Negrete said: "There is an enormous opportunity in the Hispanic market and we look forward to helping Miller reach this increasingly powerful constituency."

Last month, Foster's Group and Miller Brewing Company announced plans to enter into a ten-year license-brewing partnership for Foster's in the US.

The brewers said that, as of November, Foster's Lager and Special Bitter sold in the US would shift from Molson Coors of Canada to Miller's breweries in Texas and Albany. Foster's will continue to be distributed and marketed in the US through Foster's USA, a joint-venture between Miller and Foster's.