Molson seeks agency as it plans 2m UK brand drive

Canadian company Molson Breweries is seeking an agency to develop a 2m campaign, which will be its first major branding work for several years.

HHCL & Partners holds the Molson account, but the business has effectively been dormant since 1994.

HHCL partner Rupert Howell says: “Molson was the fifth client to walk through the door and helped to put us on the map. But we are now at a stage where we are better suited to bigger accounts.”

HHCL produced the high profile “Jim Dunk says ‘don’t drink it'” campaign, and a series of press ads featuring Margaret Thatcher and Norman Tebbit, apparently endorsing the Molson brand.

Molson managing director Geoff Palmer-Moore says: “The agency has done some famous work for us, but our needs have changed, so it is time to move on.”

He adds: “For the past two years we have done volume-related promotions in the national press, but now it is time to get back to theme-related advertising.”

Molson is seeking a firmer platform in the UK where its main Canadian rival, Labatt’s, is doing well.

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