I keep reading about how Miller Lite hired Lopez Negrete. Some accounts say that LN is Miller Lite’s Hispanic agency of record, some say that LN only has the creative.

If Lopez Negrete is only the creative, is this a furtherance of the trend of Hispanic agencies losing media buying duties to bigger general market shops? If they’re the full-on AOR, is it a sign that some of America’s biggest advertisers still think there is value to be gained in media buying from the cultural insight possessed by a Hispanic shop?

I can’t figure out from the press reports which it is and the folks I know at LN were out today. More to come.

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