Molson Coors has extended its relationship with Publicis after retaining the holding company’s Zenith Media in the UK and appointing it to handle its United States media account.
The appointment of Publicis in the US sees the creation of a bespoke media solution called Connect, powered by Publicis Media. Previously, the bulk of the account was handle by Initiative.
The appointment comes after Molson Coors launched a review last September of its UK, US and Canadian accounts as the brewer looks to work with a smaller amount of agencies.
Zenith will handle Molson Coors’ media planning and buying for its UK and Ireland business and will work across the brewer’s portfolio of brands, which include Carling, Coors Light, Staropramen, Doom Bar and Rekorderlig. In Canada, the business remains with incumbent MEC.
Kinetic will continue to be the out-of-home partner in both the UK and US.
Media agency ZenithOptimedia was originally appointed by Molson Coors in 2009, while the out of home (OOH) media planning and buying specialists Kinetic have been retained as a direct appoint since 1968.
Martin Coyle, director of brands and consumer excellence at Molson Coors, said: “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. 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.”