MOLSON HIRES ZIG
By Adnews Staff
Toronto-based brewer Molson has appointed Zig of Toronto the advertising agency of record for the Molson Canadian brand. Incumbent firm Bensimon Byrne, Cossette and Taxi were also considered in the final phase of the review. Zig's assignment includes creative and brand-building. "We ultimately chose Zig based on the quality of their ideas, their passion for our business and their proven ability and experience in reaching a similar target market with brand building advertising that delivers increased brand equity and grows sales," said Kevin Boyce, president of Molson North America.
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