MOLSON MAKES AGENCY FLIP
By Adnews Staff
Toronto-based Molson Breweries recently switched its Molson Export account over to MacLaren: McCann in Toronto because the agency earned the business, corporate communications director Freda Colbourne told Adnews this week. The agency's "I Am" campaign for Molson Canadian was deemed a success by the brewer. Molson decided to move Export from FCB Canada because it wants a new look for the brand's advertising, Colbourne said. Export is targeted to people aged 25 years and older. After considering all its agencies, the company felt MacLaren: McCann "had demonstrated that they were ready for the challenge." A new campaign is to run next spring. FCB will continue to handle Carling and Coors Light.
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