Molson Breweries U.S.A has awarded media buying responsibilities for what sources estimated will grow into a $35-million account to Backer Spielvogel Bates/ N.Y., which already handles buying for the entire portfolio of brands for Molson's parent, Miller Brewing.
With the additional Molson billings, BSB now buys some $300 million in media annually for Miller Brewing, according to Competitive Media Reporting.
Earlier, Y&R/Chicago--which is the creative agency for some Miller labels--was tapped as agency for Molson Breweries (ADWEEK, Nov. 1). Incumbent Lintas handled creative and media.
"With its extensive knowledge of the beer industry and its markets, coupled with the synergy created through its association with Miller, we believe (BSB) is particularly suited to handle our media buying needs," said John Barnett, Molson's president and ceo.
Molson imports some 25 brands, including Foster's Lager and Kronenbourg.
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