LABATT CONSOLIDATES BRAND PROMOTION BUSINESS
By Adnews Staff
Labatt Breweries of Canada has consolidated its brand promotion business with Echo Advertising & Marketing of Toronto. As Labatt's "preferred brand promotion partner," Echo will design and manage promotions for the Labatt Blue, Blue Light, Budweiser, Bud Light, Carlsberg, and Kokanee brands as well as for Labatt's value brands. Echo won the assignment in an agency review in which Mosaic Group of Toronto also participated. Mosaic had previously handled promotion for Budweiser, Bud Light and Kokanee. The firm will continue to provide training, sales merchandising and field marketing services to Labatt. "Although we have been very happy with our brand promotions performance, we believe that consolidating our promotional agency resources with one primary partner will help us achieve more effective promotions at lower cost," said Labatt's vice-president of sales Dean Nadon. Not included in the consolidation is promotion for Alexander Keith's India Pale Ale, which will continue to be handled by Corporate Communications Ltd. of Halifax.