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A beer for Martin Agency |  |
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By Bob Rayner Times-Dispatch Staff Writer Jan 28, 2004 Got beer? The Martin Agency does, for the very first time. Richmond's biggest ad firm is making television commercials for Miller Genuine Draft. Martin boasts a barrel-full of experience with consumer beverage marketing, including the national rollout of Vanilla Coke a couple of years back. But the Miller work represents its first plunge into the high-profile and potentially lucrative business of building beer ads. Martin won't handle all of Miller Brewing Co.'s advertising. Miller splits its ad budget among several agencies, including some of the country's biggest. Ogilvy & Mather in Chicago, for instance, produced the TV spots running now for Genuine Draft, which has experienced a decline in its market share. But creating ads for Miller gives Martin an opportunity to make its mark in a new category. "The team we're working with at Martin understands our strategy," said Molly Reilly, Miller's communications manager in Milwaukee. "It was their creative work that really hit the mark." Some of the agency's recent work, including its ads for United Parcel Service Inc., "caught the attention of our marketing people," she said. Martin's ads are expected to hit the national airwaves between late February and early May and will include three to five spots. Reilly said Miller has "a developing relationship" with Martin, and the Richmond agency might work on some print ads related to the current campaign. Miller declined to discuss its advertising budget. "We've wanted a beer for a long time," said Martin spokesman Dean Jarrett, "so we're obviously thrilled to be creating work for one of the best-known names in the beer business: Miller." Contact Bob Rayner at (804) 649-6073 or brayner@timesdispatch.com |