HOLMES & LEE DRINKING OLD MILWAUKEE
By Adnews Staff
Holmes & Lee toasted its first beer account after being named agency-of-record for Stroh Canada. The Toronto agency was awarded the account after the company met with two additional unnamed agencies. Previously Stroh Canada worked with agencies on a project basis, Greg Newbrough, marketing manager for Oakville, Ontario-based Stroh Canada said. Holmes & Lee will be responsible for the Old Milwaukee brand as well as a number of other projects for its newest client. John Lee, president, Holmes & Lee, explained the agency had been trying to get involved in the beer business and was interested in taking on a beer account because of the fact that individually many of the agency's employees had beer experience. Holmes & Lee has already completed its first project for Stroh. A radio and print campaign, that broke within the last month, supported the launch of Old Milwaukee Dry in Ontario. Stroh Canada is a division of Sleeman Brewing and Malting Company Limited, based in Guelph, Ontario. Its brands include: Old Milwaukee, Rainier, Lone Star, Schlitz and Stroh's Beer.
In other Sleeman news, the brewer has shortlisted six agencies to compete for the creative portion of its advertising account. Included on the list are: Enterprise Creative Selling, Gee, Jeffery & Partners, Leo Burnett, Ogilvy & Mather, Riddochdickinson and Zig. Sleeman launched an agency review in May after it ended its three-year relationship with Publicis SMW of Toronto because of a growing client conflict with Montreal-based Molson Breweries. Paul Brennan, director of marketing for Sleeman, said the company expects to have a new agency in place by the end of September. The media portion of the account will continue to be held by Publicis' media arm Optimedia Canada Inc.