MOLSON REVIEWING CANADIAN CREATIVE ASSIGNMENT
By Adnews Staff
Montreal-based Molson Canada has begun an agency review for the creative account of its flagship brand Molson Canadian. The incumbent firm, Bensimon Byrne, is participating along with an unknown number of Canadian agencies contacted by the brewer. The review is expected to conclude early in the fall. Kevin Boyce, president of Molson North America, said the decision to conduct the review was made last month. "Coincidentally, recent personnel changes on our creative team at Bensimon Byrne makes this review a timely one." Creative work for Molson Ultra, Black Label, and Miller Genuine Draft in Canada will remain at Bensimon Byrne. Media buying for Molson will continue to be handled by The Media Edge of Toronto. In the U.S., the creative assignment for Molson Canadian will remain at Crispin Porter + Bogusky of Miami.