The Hive become national AOR for Miller Genuine Draft
Miller Canada and Molson Canada have jointly hired The Hive of Toronto to handle marketing communications for Miller Genuine Draft in Quebec. The assignment includes all brand activities in the province in English and French. The Hive has held the Miller Genuine Draft account in English Canada since 1999. The addition of the Quebec market makes the firm the national agency of record for the brand. "The Hive demonstrated a deep understanding of MGD, its brand values and avenues for growth in Quebec," said Paul Gurr, managing director of Miller Canada. "With their strategic and creative support, we've advanced our market share in English Canada for seven consecutive years, making MGD one of the fastest growing beer brands in the country, and we're confident they'll help us realize similar success in Quebec." Miller Canada is the Canadian division of SABMiller, owner of the brand, while Molson distributes the beer in Canada.