MOLSON AND ENCORE HAVE CANADIAN FOCUS
By Adnews Staff
Toronto-based Molson Canada and Encore Encore Strategic Marketing have a new Canadian focus. The brewery has appointed the Toronto-based agency promotional agency-of-record for Molson's Canadian brand across Canada. Encore, which previously held the Miller advertising business for English Canada and the promotional AOR appointment for the Export brand, will now focus solely on the Canadian brand. "This is about dedicating our flagship promotional agency to our flagship brand, Molson Canadian," Michael Downey, senior vice president, marketing for Molson Canada said in a release. Encore has worked with Molson on several assignments for Canadian, including Last Call at the Gardens, the Mega Ticket New Year's event and most recently the NHL Fantasy Camp. Paul Thomson, manager of corporate communications for Molson Canada said for the time being the Export brand account will remain among small shops on a project basis and the brewery is reviewing its options as it re-looks at the Miller account.