Molson Chooses CP+B Over CL

Molson Beer & Ale is set to award its $10 million U.S. creative account to Crispin Porter + Bogusky, sources said.

The Miami agency prevailed over finalist Carmichael Lynch, Minnea polis, following a six-month review. CL was a late entrant after an undisclosed California shop dropped out late last year because of a conflict.

Officials at the agencies either declined comment or referred calls to the client. Molson officials did not return phone calls.

Bensimon Byrne D’Arcy, Toronto, which had created ads for the North American market, will continue to handle Molson’s Canadian business. That agency did not participate in the review; sister shop D’Arcy Masius Benton & Bowles in New York had contended, but dropped out [Adweek, Oct. 29] six weeks after hiring former Lowe creative Lee Garfinkel as worldwide chief creative officer in September. D’Arcy won Heine ken’s $50-60 million account last month from Lowe without a review.

CP+B and CL each presented two campaigns for Molson that were heavily tested over the past two months, according to sources. All four efforts scored above average for the company, but CP+B gained the best scores, sources said.

The win comes as CL is beginning the transition of its $40 million Ikea account to CP+B. Last month, the latter won the Swedish furniture maker’s North American account following a review. It bested Berlin Cameron/Red Cell, New York, and San Francisco’s Goodby, Silverstein & Partners. CL opted not to defend.

Molson viewed CP+B’s smaller size as a plus, believing the shop could de vote more attention to the brewer than a larger shop could, according to sources. CP+B employs 110 people in Miami and eight in Los Angeles.

Molson spent $3 million on ads in the U.S. through November 2001 and $6 million in 2000, per CMR.