MOLSON'S TAKE CARE PROGRAM DRIVING WITH TAXI
By Adnews Staff
Molson Canada, based in Toronto, has named Taxi Advertising and Design the agency-of-record for its responsible use program, Take Care. The program launched in 1989 and, according to Paul Thomson, manager of corporate communications at Molson Canada, has evolved throughout the years. "It's a challenging assignment that requires fresh, innovative thinking and we're looking forward to partnering with them (Taxi) on some great new initiatives," Thomson said. Taxi won the AOR assignment following a focused search of several unnamed agencies. Two year incumbent MacLaren McCann did not participate. Taxi's first work for Molson's Take Care program is expected to launch by early summer. The responsible use program runs throughout Canada in English and French. In French the program is called "Prends soin de Toi."