Molson reiterates hockey support

Article Abstract:

Molson Breweries has declared it will continue to support Canadian hockey despite losing title sponsorship of CBC's Hockey Night in Canada broadcast to Labatt Breweries Canada. Molson Breweries noted it will continue to sponsor programs such as the French-language Molson La Soiree du Hockey on SRC in the 1998-1999 season, using a more community-oriented approach. The company also formed partnerships with local and regional hockey operators to promote the Molson Breweries brand in Quebec and Ontario.

Marketing procedures, Television, Marketing/Advertising Methods, Promotion, Malt beverages, Article

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Labatt, Molson shift media millions

Article Abstract:

Canada's two biggest brewers have shifted their media-buying accounts in response to a global agency realignment. The realignment, initiated by Labatt Breweries and parent Interbrew Worldwide, will result in the moving of Labatt's Canadian media buying account, amounting to C$58.7 million as of 1998, to Initiative Media. Initiative, the Toronto, Ontario-based unit of McLaren McCann, had to resign the C$57.6 million-account of Molson Canada, an account it has held for over three decades.

Bottled Beer & Ale, Beer

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Molson short list raises eyebrows

Article Abstract:

There are five ad agencies left in the final round of Molson Breweries' multi-million dollar review for its major Canadian, Export and Miller brands in English Canada. Those remaining on the list implies that the review is internationally inclined. Toronto's Taxi Advertising & Design is the only fully Canadian-owned agency still in the list. Molson is expected to announce the winner in early Sep 1999.

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