MOLSON SENDS MORE WORK TO BENSIMON, MOVES CANADIAN LIGHT TO COSSETTE
By Adnews Staff
Molson has assigned additional work to Bensimon Byrne D'Arcy, the Toronto agency that handles advertising for its flagship Canadian brand. According to Joey Bergstein, Molson's vice-president of marketing, the agency will handle a number of special projects and creative assignments. No other details were available at press time. Montreal-based Molson has also moved the account of its Canadian Light brand to Cossette Communication-Marketing's Toronto office. Cossette received the business based on its work for the Molson Export, Molson Dry and Tornade brands in Quebec. The agency will create new television, radio and print advertising for the Molson Canadian Light in English Canada. Recently Bensimon Byrne D'Arcy had been handling the brand as a temporary assignment. Cossette has also picked up a project assignment for Molson Export in English Canada. Further details regarding this assignment are unavailable. English-language advertising for Export has been handled by London-based hhcl and partners for the past two years. Hhcl created the brand's "Had Ex Today" campaign.