MOLSON GOES TO THE EDGE
By Adnews Staff
Montreal-based Molson Breweries found itself on the edge after concluding an agency review for its media business. The brewery has announced its media business, said to be worth over $50 million annually, has been awarded to The Media Edge for English Canada and Saint Jacques Vallee Young & Rubicam for Quebec. The appointment is effective April 1, 2000 and the compensation package will include a fee structure and performance incentive. Molson put its media business into review following the resignation of long time agency-of-record M2 Universal Communications Management formerly Initiative Media. M2 was forced to resign the account when Labatt Breweries of Toronto aligned its North American brand activity with New York-based McCann-Erickson and moved its media business to M2 Universal, the Canadian arm of McCann-Erickson/Universal McCann's media operations. The Media Edge and Saint Jacques Vallee Y&R, both division of Young & Rubicam Inc. won the account over four unnamed agencies. Although Molson would not confirm the agencies shortlisted for the account, an article in the National Post reported Media Edge and SVY&R won the business over Harrison, Young Pesonen and Newell, Optimedia Canada Inc. and Media Buying Services.