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Young & Rubicam awarded High Life.

Set to take effect in January, Miller Brewing Co. will move its regional Miller High Life advertising account from Leo Burnett, Chicago, to Young & Rubicam, New York.

Billings for the brand are estimated at $5 million annually.

According to a Miller spokesperson, the move was made to "balance |the brewery's~ agency roster."

The move marks the second account Young & Rubicam has been awarded by the brewer. Earlier this year, Miller assigned its popular-priced Colders 29 to the New York-based agency.

Meanwhile, Leo Burnett will continue to handle the $100-million Miller Lite account, the brewer reported.

In a related move, High Life will be positioned as a sub-premium brand in some markets in early 1993, according to Miller spokesperson Susan Henderson. "In some markets, High Life will be priced in the near-premium segment," Henderson said.
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Title Annotation:Young and Rubicam Inc. gets advertising contract for Miller Brewing Co.'s Miller High Life
Publication:Modern Brewery Age
Date:Dec 14, 1992
Words:134
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