Miller Brewing Names Lopez Negrete as Hispanic Agency of Record - Agency to develop Hispanic integrated marketing programs for Miller Lite (the full press release)

“Miller Brewing Company announced today that Houston-based Lopez Negrete won its Hispanic agency of record designation for the Miller Lite brand following a competitive pitch.

“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,” said David Dixon, Senior Director, Hispanic Marketing at Miller. “We are confident that this new partnership will help Miller Lite continue to develop messages that resonate with the Hispanic community.”

As Miller Lites Hispanic agency of record, Lopez Negrete will be responsible for developing integrated marketing programs across various media and working in partnership with other Miller marketing agency partners.

Miller Vice President of Content Debora Boyda said the addition of Negrete rounds out the selection of agencies Miller has chosen to help drive the creative process for the brewer. “Lopez Negrete joins an already strong agency roster for Miller including BBH, Mother, Y&R and Saatchi New York and we are excited about leveraging the expertise and power of this cross functional collaboration.”

Founded in 1985, Lopez Negrete is a fully integrated Hispanic marketing, communications and public relations firm which has produced work for Wal-Mart, Visa, Microsoft, Bank of America and Tyson.

“We are excited to work with Miller Brewing Company to further grow the Miller Lite brand and enhance its presence in the Hispanic community,” said Alex Lopez Negrete, president and chief executive officer. “There is an enormous opportunity in the Hispanic market and we look forward to helping Miller reach this increasingly powerful constituency.”

Integra Marketing, Inc managed the process on behalf of Miller.

About Lopez Negrete

Lopez Negrete is an independent, Hispanic owned and operated agency specializing in Hispanic marketing. Since 1985, Lopez Negrete has offered a full range of advertising, marketing and public relations services to industry leaders such as Wal-Mart Stores, Tyson Foods, Bank of America, Visa USA, Azteca Milling, Mission Foods, Microsoft Corporation, Dominos Pizza, Reliant Energy and others. With billings totaling approximately $150 million and with more than 140 employees, Lopez Negrete is a proven leader in providing fully integrated national Hispanic marketing and communications services.

About Miller Brewing Company

As one of Americas oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew “confoundedly good beers” with “uncompromising quality.” Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that capture approximately 18 percent of the U.S. beer market. In the past decade, Miller beers have won 105 medals — more than twice as many as its major competitors — at the biannual World Beer Cup and annual Great American Beer Fest. An unprecedented four-time gold award winner at the World Beer Cup, Miller Lite is the great tasting, less filling beer that has defined the American light lager category since 1975. Miller also brews smooth, golden rich Miller Genuine Draft using a unique cold-filtering process introduced in 1985. The companys oldest brew is Miller High Life, the champagne of beers. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Fosters, and it offers regional craft brews from the Jacob Leinenkugel Brewing Company and the Blitz-Weinhard Brewing Company. Near-premium beers include Milwaukees Best Light, Steel Reserve, Olde English 800, Mickeys Malt Liquor, Icehouse and Sharps, a non-alcohol brew. Miller also offers the Sparks line of caffeinated alcohol beverages. Miller is a wholly owned subsidiary of SABMiller plc, one of the worlds leading brewers with a global footprint spread across five continents. For more information, visit www.millerbrewing.com/.
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