MOLSON TO PICK NEW AGENCY FOR MOLSON DRY IN QUEBEC
By Adnews Staff
Yesterday Montreal-based Molson announced it will be moving its Molson Dry account in Quebec to a new agency to be named next month. Earlier this summer Molson invited three agencies, seven-year incumbent Publicis Canada, Cossette Communication Marketing, which works on the Molson Export and Tornado brands, and Taxi Advertising & Design, which works on the Rickard's Red and Gold brands as well as Molson's Responsible Use program, to pitch for the Molson Dry account in Quebec. It now seems, however, that Publicis is out of the running. John Bailey, vice-president of marketing for Molson's Quebec Atlantic Region, said, "Both parties have agreed that it was time for Publicis to pass the torch and take on new challenges." Publicis will continue to work with the brewer on the Heineken, O'Keefe and Black Label brands.