Molson Chooses CP+B Over CL

Molson Beer & Ale is set to award its $10 million U.S. creative account to Crispin Porter + Bogusky, sources said.

The Miami agency prevailed over finalist Carmichael Lynch, Minnea polis, following a six-month review. CL was a late entrant after an undisclosed California shop dropped out late last year because of a conflict.

Officials at the agencies either declined comment or referred calls to the client. Molson officials did not return phone calls.

Bensimon Byrne D’Arcy, Toronto, which had created ads for the North American market, will continue to handle Molson’s Canadian business.