Labatt Creative Account Heads to Ammirati

Shop also adds sister brand Seagram's Escapes

North American Breweries has shifted creative responsibilities for two brands to Ammirati after a review.

The New York shop will take on Labatt beer and Seagram’s Escapes, a line of fruit-flavored malt beverages that launched in 1985. Ammirati succeeds the Toronto office of Publicis on the assignments.

Combined media spending on the brands totaled nearly $5 million last year, the bulk of which—$3.5 million—went toward Labatt, according to Nielsen. Those figures don’t include online spending.

Sources identified the other finalists for the business as Pavone in Harrisburg, Penn. and Barton F. Graf 9000 in New York. RSW/AgencySearch in Cincinnati helped manage the search.

For Labatt, Ammirati will create broadcast, print and in-store ads as well as marketing around promotions, according to the agency. The Seagram’s Escapes advertising will take the form of print and outdoor ads. New campaigns for the brands are expected to break next year.

Ammirati’s other accounts include Cutty Sark, Fuze and Sweet ’N Low.