CIA Medianetwork has taken the 4m media buying and planning business for Labbatt Brewing’s brands from Abbott Mead Vickers.BBDO.
AMV did not pitch to keep the business. It had added voice-overs and end-frames to creative work sourced from Canada for the past year and is keen to find another brewing client.
Labbatt wanted to appoint an agency before AMV found another brewer. It has already handled the launch of Indiana Gold, a beer sub-brand for Sainsbury’s, this summer.
CIA is believed to have won without a competitive pitch. It first presented to the client in June and impressed Labbatt with the strength of its strategic planning operation. Media for the account will be TV and the national and style press.
The review of Labbatt’s media operations has been carried out by the brewer’s UK brand manager David Radford. The company was taken over by Belgian brewer Interbrew in the summer.
Labbatt Brewing’s brands in-clude Labbatt’s Canadian, Labbatt’s Blue, Labbatt Ice, Rolling Rock and Moretti.
CIA Medianetwork declined to comment.