Molson Coors is undertaking a review of its creative agency partner for its beer brand Carling, a move it says is "in no way a reflection" of incumbent agency Creature, rather "smart business" practice.
The brewer said the requirement is for an agency that will "help consolidate its position as the UK’s number one beer brand, and drive further value from its partnerships," which include the English Premier League, Sky and Universal.
Creature has worked with Carling since 2012 and created the brand's #BrightonOrBarbados promotion as well as activity around the World Cup.
Jim Shearer, Carling brand director said: “Our incumbent creative agency, Creature, have played a great role in Carling’s success over the past three and a half years. This review is in no way a reflection on our current creative partner who have been invited to participate. Neither is it a reflection on our brand performance or future plans, it's just smart business to regularly assess the quality of your agency and supplier partners.”
Molson Coors has recruited ISBA to support with the review process which is expected to conclude in early 2017.