MOLSON DOING FULL REVIEW OF ADVERTISING AGENCIES
By Adnews Staff
Upon the heels of a good fiscal performance for the year ending March 31, 1999, Molson Breweries of Toronto has begun a full review of its advertising agency resources as part of a number of initiatives taken on by the company to further improve performance. The review is being conducted by senior Molson management and will be completed by the end of August. The review team has already decided that effective immediately, its relationship with MacLaren McCann will be terminated. MacLaren McCann developed advertising for the Molson Canadian, Export and Miller family of brands. Encore Encore Strategic Marketing will remain in the breweries' new agency roster. Encore has worked with Molson for several years developing creative for campaigns such as Molson Canadian Rocks and Blind Date. Encore has just recently developed this summer's brand advertising for the Molson Canadian brand. The review team has also decided to retain the media buying services of Initiative Media for all of its brands in Canada. Initiative Media is a wholly owned subsidiary of MacLaren McCann. Founded in 1786, Molson is 100 per cent Canadian owned.