Moosehead hires Initiative
By Derek Winkler
Moosehead Breweries of Saint John, NB has retained Initiative Canada as its media agency of record. The firm won the account in a competitive review. The assignment includes media strategy, planning and buying for all of the brewery’s brands.
“From the beginning, Initiative demonstrated the kind of strategic conviction we were looking for,” said Patricia Larez, vice-president of marketing for core brands at Moosehead Breweries. “They took the time to really understand our business and the challenge before jumping to solutions. They weren’t afraid to make bold recommendations, including a clear point of view around one of our products, and they backed those choices with smart thinking, data and technology.”
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