LABATT DROPS AMMIRATI PURIS
By Adnews Staff
Labatt Breweries of Canada has ended its eight-year relationship with Toronto-based Ammirati Puris. Aarlier this month Labatt delivered a warning to the agency requesting better value for its advertising budget and the assignment of top creative people to its Blue and Blue Light accounts. In addition to the English-language advertising for Labatt Blue and Labatt Blue Light in North America, other brands affected by the change include Stella Artois, Carlsberg, John Labatt Classic and Guinness Extra Stout in Canada. "Circumstances have changed dramatically," said Charles Oliver, vice-president of marketing for Labatt. According to Oliver, Labatt has been assessing its relationship with Ammirati for some time and feels it is the right time to pursue a different direction. Oliver says Labatt plans to join forces with other major advertisers to build a new client/agency model to "address flaws in the current industry." Decisions regarding assignments affected by the change will be made by early next year.