Leo Burnett Wins Coors Light In Canada

BBDO's Bud Light Conflict Forced Brand to Switch Agencies

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Publicis Groupe's Leo Burnett has picked up the Coors Light account in Canada after the brand yanked the beer from Omnicom Group's BBDO as a result of a conflict. BBDO, Toronto, was forced to relinquish the business earlier this month after it picked up Bud Light in the U.S.

Molson Coors competes with Bud Light-owner Anheuser-Busch InBev in many international markets, including the U.S., where Molson Coors jointly owns MillerCoors.

Coors Light is the second-best selling beer in Canada with an 11.75% share by volume, trailing Budweiser's 13.2%, according to Euromonitor International.

Leo Burnett's Leo Burnett's Arc Worldwide in Chicago is on the MillerCoors roster in the U.S., handling below-the-line activities for an assortment of brands, including High Life, Keystone Light and Foster's.

In a statement today, Peter Nowlan, the chief commercial officer for Molson Coors Canada, said the marketer chose Leo Burnett's Canadian office after "discussions with a very short list of agencies whom we believe to be among the best in Canada."

He added that Leo Burnett would bring "a wealth of experience to the table as they take over the reins to move our business forward through creative excellence."

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