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Label Brewers
Reed Carlson, Jim Poh, Rachel Walker and Rachel Kulynych
What distinguishes Crispin, Porter + Bogusky’s award-winning media plan in the under $10 million category, says Jim Poh, the agency’s vp/director of creative content distribution, is that the campaign’s primary media vehicle wasn’t really a media vehicle at all but rather messages included on the client’s product, bottles of beer.
Canadian brewer Molson remained a market leader at home but had experienced recent sales declines in the United States, so it enlisted Miami-based CP+B to revitalize the brand here and renew its relevance among its core target of men 21 to 27.
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