LABATT TAKES MEDIA PLANNING IN-HOUSE
By Adnews Staff
Labatt Breweries of Canada has brought media planning duties for several brands in-house. Beginning Jan. 14, the brewer's in-house media department will handle media strategies for all Labatt, Oland Specialty Beer Company and partner brand advertising. This includes the Labatt Blue, Blue Light, Carlsberg, Budweiser, Bud Light and Kokanee brands in English Canada and Stella Artois and Alexander Keith's brands for all of Canada. Shelley Smith, former senior manager of media for Labatt, is heading the department. Most recently media planning for major Labatt, Oland Specialty Beer and Carlsberg brands was done by Ammirati Puris. Media planning for the Budweiser and Kokanee brands had been handled by Palmer Jarvis DDB. Planning for Alexander Keith's was done by Corporate Communications Limited in Halifax. Palm Publicité in Montreal previously handled media planning for the brewer's value brands. Media buying for Labatt and Interbrew will continue to be handled by M2 Universal.