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Taxi Adds Molson, Killian's From Coors

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NEW YORK Coors Brewing said it has hired independent Taxi to handle U.S. advertising on its Killian's Irish Red and Molson Canadian brands.

"This is a significant win for Taxi in New York," said agency chairman and CCO Paul Lavoie. "This is a very competitive category, one where we'll be able to tap into our core strengths in creating work that lends itself to integration across media platforms."

Killian's Irish spent $2.5 million and Molson spent about $5 million in U.S. measured media last year, per Nielsen Monitor-Plus. The brands in 2006 spent slightly more than $4.5 million combined through September.

Toronto-based Taxi launched its New York office two years ago. It hired John Berg as president and planning chief from crosstown agency Bulldog in July.

"The Taxi model of assigning small, targeted teams of senior executives representing a cross-disciplinary approach to solving problems is clicking with major advertisers, which we find gratifying," said Berg of Taxi's addition of the two Coors brands.

Taxi's other client assignments in New York include Amp'd Mobile, Rail Europe Group and Blue Shield of California. Canadian assignments include BMW Mini, Nike and Pfizer's Viagra.

—Adweek staff report