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Molson Coors hires Citizen Relations

Molson Coors has retained Citizen Relations of Toronto as its Canadian public relations agency of record. The firm won the account in a competitive review involving an unknown number of contenders. The assignment includes public relations, media relations and influencer programs for beer brands including Molson Canadian, Coors Light, Rickard's and Heineken. The agency's first work for Molson Coors has been as part of its ongoing "Anything for Hockey" campaign.

"We were impressed with the team at Citizen Relations particularly for their strong strategic capability coupled with insightful consumer analytics and understanding," said Christine Jakovcic, vice-president of marketing at Molson Coors Canada. "It was also critical for us that our PR partner would be a good complement to our internal team and established agency partners."

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