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Molson moves two brands to DraftFCB, BBDO

Molson Canada has shifted the creative accounts of two of its Quebec brands to new agencies. The Molson Export account has been moved to DraftFCB, while the Molson Dry account has been assigned to BBDO. Both were previously handled by Cossette. According to the brewer, Molson is seeking a new advertising approach for its brands in Quebec. The company also expects to save money by reducing its agency roster. DraftFCB was already handling the Coors Light account. "We knew that BBDO and DraftFCB could bring to the table a lot of experience to understand and support our brands," said Peter Nowlan, chief marketing officer at Molson Canada. "Both agencies have a demonstrated track record of deep strategic insight and creative capabilities. We are excited to expand our work with both agencies on our portfolio of extraordinary brands." Communications planning will continue to be handled by Mediaedge:cia.

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