Molson Coors invites Arc to join below-the-line agency roster
Molson Coors has appointed Arc to its below-the-line (BTL) agency roster, joining incumbent Life.
The appointment follows a competitive pitch process which ended this month. As part of the pitch Arc presented the winning response to a ‘convenience channel’ brief that will be implemented in 2015.
Andy Cray, director of brands at Molson Coors, said the brewer wanted to “work with partners that can help deliver our ambition to be first choice for consumers and customers.”
“The Arc team was hugely impressive during the pitch process and the ideas they presented demonstrated that they fully understand the creative approach required to connect our brands with our target audiences,” he said.
Arc executive creative director, Beri Cheetham, added: “We are immensely proud to work with Molson Coors across their portfolio of iconic brands. The Molson Coors team have a compelling vision and an appetite for brave creative thinking. Our ambition is to generate work that resonates with consumers and creates envy among their competition.”
Life will continue to manage all other 2015 work-in-progress.
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