SLEEMAN PASSES MORE WORK TO ZIG, DIESEL
By Adnews Staff
Sleeman Breweries has picked two agencies to handle advertising for the Beck's brands of beer. English advertising has been assigned to Zig of Toronto, while the brand's French advertising has been handed to Diesel Marketing in Montreal. Sleeman signed an agreement with Germany's Beck & Co. last fall to represent the Beck's portfolio of brands in Canada. The agreement went into effect on January 1. These appointments are an expansion of the Sleeman's relationship with the two agencies. Diesel currently handles advertising for Sleeman's own brands in the Quebec market while Zig handles those duties in English Canada. In English Canada, advertising for the Beck's brand is expected to appear in the second quarter of this year, said Peter Amirault, managing director of Sleeman Breweries. In Quebec the brewery is currently going through the process of getting wider distribution for the brand, he said, and will break new advertising once that process is completed.