ENCORE WINS MOLSON DRY MUSIC PROGRAM IN QUEBEC
By Adnews Staff
Toronto-based Encore Encore Strategic Marketing has expanded its relationship with Molson after being chosen to run the music program for the Molson Dry brand in Quebec. Encore has been working with Montreal-based Molson for the past ten years on the Molson Canadian Rocks program and "it made sense to tap into that experience and success for Molson Dry," explained Stéphane Hamel, brand manager for Molson Dry. Encore's first promotion is scheduled to launch this summer. The agency will be "relaunching the brand's sub-strategy across sponsorships, on-premise activity, advertising and integrated promotions," said Lori Germain, vice-president of client services at Encore. To service the new business as well as its Montreal-based client CCM, Encore has opened a new office in the Montreal market. The office will be headed up by account director Marianne Lemieux. Most recently, Lemieux was in charge of sponsorship and marketing for CDA Productions, Céline Dion's touring company.