SEAGRAM TO KEEP CANADIAN AD AGENCIES
By Adnews Staff
Montreal-based Seagram Co. Ltd. says its relationship with its Canadian agencies will not change despite the fact that the marketing operations will be handled in New York. Canadian advertising for Seagram is handled by Academie-Ogilvy of Montreal and Sharpe Blackmore Inc. of Toronto. Segram announced earlier this week that it is revamping the way it handles its liquor and wine business by focusing on a few leading brands and markets. In addition, the company is being restructured, creating four marketing groups which will be centred in New York. The four groups are North America, Europe, Africa and the Asia-Pacific. Seagram's top priority brands will be its premium whiskey: Chivas Regal and Crown Royal in North America. It will also try building its market share for its Absolut Vodka and Camptain Morgan Original Spiced rum. The priority markets Seagram will focus on are the U.S., Germany, Spain, Britain, Japan, and South Korea. It will also focus on underdeveloped markets: Brazil, Poland, Russia, China and India.