Don't miss ADWEEK House at Cannes, June 16-19. Join us as we celebrate our 45th anniversary and explore the industry's now and next. RSVP.
This week, Heineken-owned pioneering California brewery Lagunitas Brewing Company appointed Canvas Worldwide as its U.S. media agency of record, following a review conducted internally.
Canvas Worldwide, Adweek’s Breakthrough Media Agency of the Year for 2020, already worked with Heineken USA but the Lagunitas brand largely operates independently from Heineken. We caught up with Paige Guzman, who recently joined Lagunitas as CMO from Pax Labs, to discuss the appointment and the brand’s marketing going forward.
This interview has been condensed for clarity and brevity.
Adweek: How is Lagunitas attempting to differentiate its brand and continue to grow at a time with so much competition from other larger breweries and local microbreweries? What is the importance of media planning and buying in this process?
Paige Guzman: Lagunitas has the number one IPA in the world.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in