Miller Brewing Company announced Friday the selection of three marketing agencies to handle its Hispanic initiatives: Creative On Demand will handle above the line creative advertising for Miller Lite; La Comunidad will head-up above the line efforts for Miller Genuine Draft; Frankel will provide below the line support and seek to deepen its relationship with the brewing company.

Vice President of Marketing Content, Deb Boyda, commented that the selection of the new agencies was a testament to Miller's commitment to the Hispanic community, and an acknowledgment of the increasing impact that Hispanics have on the beer industry.

According to Portada® Ad-tracking beer companies invested almost $900,000 in Hispanic newspapers in 2005; Miller accounted for 24% of that figure.

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Portada Staff

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