Brewing company Molson Coors has retained Zenith Media to handle its media account in the UK, while the US business has transferred its account to Publicis Media, with the creation of a bespoke ‘Connect’ media solution.
While in Canada the business remains with incumbent MEC, the US business, which was valued by Kantar Media at $340m during the first nine months of 2016, was snatched from IPG’s Initiative.
Initiative, which has handled the business in the region since 2008, today (8 February) announced a new US leadership structure.
Kinetic will continue to be the out-of-home partner in both the UK and US.
“To achieve the Molson Coors ambition of becoming ‘First Choice for Customers and Consumers’, we must continually strengthen our message to beer and cider drinkers, including where and how we communicate,” commented Martin Coyle, Molson Coors director of brands and consumer excellence, on the UK appointment.
“We choose to work with the best partners that can deliver thought leadership and industry leading media buys, which connect our brands with consumers and shoppers.
“Zenith have delivered fantastic results for us and we look forward to continuing to work with our great team there.”
Zenith’s UK chief executive Mark Howley commented on Molson Coors’ ambitions for the future: “We are extremely proud and humbled to be chosen as their agency going forward. We look forward to working in a true partnership with the Molson Coors team to help them build ever stronger, iconic brands in the UK.”
The appointment comes after Molson finalised its $100bn takeover of MillerCoors, which is now the larger company’s US division and the country’s largest single brewer.
MillerCoors started as a joint venture between Canada’s Molson and SABMiller, but the latter agreed to sell its share in the operation – including all Miller and Coors brands in the US – to Molson as stipulation of its 2016 acquisition by Anheuser-Busch InBev.