Molson fires MacLaren for English-language ads

Allossery, Patrick
May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p4
Trade Publication
This article reports on the decision of Molson Breweries to fire MacLaren McCann, its advertising agency, after admitting that Molson's brewing profits trail that of archrival Labatt Brewing Co., as of May 1999. Molson would not discuss spending on the Molson, Molson Export and Miller brands that McLaren, its English-language agency of record, lost. But the business could be worth as much as $100 million. The brewer's advertising budget is estimated at $140 million in total, with the bulk of that in English-language advertising. Molson's French-language advertising assignments were unaffected.


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