Labatt Listens to Latecomers

Doe-Anderson, Others Replace Arnold, Martin in Sol Review
ATLANTA–There were late entries in Labatt USA’s Sol beer review, which heard pitches from the last of seven agencies seeking the $10-12 million account last week.
According to sources, three new shops were tapped following the withdrawal of The Martin Agency, Richmond, Va., and Boston’s Arnold Communications: Doe-Anderson Advertising and Public Relations, Louisville, Ky.; EPB, New York; and Carmichael Lynch, Minneapolis.
The trio of agencies joins McKinney & Silver, Raleigh, N.C.; Mullen, Wenham, Mass.; Kirshenbaum Bond & Partners, New York; and Bos, Toronto. New York incumbent Amster Yard did not defend.
Adweek learned of the addition of Doe-Anderson when a source said personnel at that shop worked through Thanksgiving Day and the holiday weekend preparing for their pitch. Agency representatives refused to confirm or deny that claim, along with their participation in the review. They referred all queries to Labatt’s vice president of marketing, Thomas Cardella, who did not return calls.
A source said Doe-Anderson chief creative officer Jim White worked with Cardella for nearly 10 years on Miller’s Genuine Draft account when the former was at New York’s Backer Spielvogel and the latter was at the brewer.
White also worked the Coors Light account during a stint at Foote, Cone & Belding in New York and led the Budweiser work at D’Arcy Masius Benton & Bowles in New York. He was not available for comment at press time.
Carmichael Lynch was agency of record for Boston Beer Co., brewer of Samuel Adams, until that account passed to McCann-Erickson in New York last year.
Agencies have been asked to prepare a spec campaign, following the client’s parameters.
Monty Kiernan of the Kiernan Group in Wilton, Conn., is conducting the Sol beer review.
Sources said a winner is expected to be named this week. K