Four Agencies in Line To Pitch Molson Business

MILWAUKEE – In what looks to be the first movement of Molson business since Miller Brewing Co. acquired the Molson U.S. marketing rights in April, sources said the company may be talking to four agencies for at least a portion of its Molson brand portfolio.
Meanwhile, it is believed that Young & Rubicam/Chicago may be in line for a new or existing Molson product. While still unclear what the project is, Molson officials vehemently denied rumors late on Friday it was one of the company’s Foster’s brands now at New York agency Angotti, Thomas, Hedge.
Y&R officials could not be reached Friday.
However, sources said that Molson is in the early stages of a formalized review for the Molson brands now at Lintas:N.Y. According to more than one Miller source, Molson is talking to four agencies, including the incumbent Lintas. Chicago agencies Y&R and Bayer Bess Vanderwarker (which recently won a new assignment from Miller); and New York shop Cliff Freeman & Partners, which handles Miller Clear, are said to be pitching the business. None of the agencies would comment on Friday.
Chad Vincent, marketing director for Molson Breweries USA, said last week that ‘Lintas is our agency. We don’t comment on industry speculation.’
Miller acquired the U.S. import operations of Molson Breweries and the U.S. marketing and distribution rights for Molson and Foster’s brands in the U.S. in April.
Molson spent roughly $4 million on its brands through Lintas last year, according to Competitive Media Reporting. Brands include Molson Ale, Molson Canadian beer and Molson Golden. Another $2-3 million was spent on the Foster’s brands through Angotti, Hedge.
Lintas recently won the assignment for Molson Ice, the company’s first ice beer entry in the U.S.
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