Shifting brand assignments among Interpublic Group of Cos. agencies, Interbrew's Labatt Breweries, Toronto, awarded McCann-Erickson Worldwide, New York, additional creative and media buying assignments for several key brands in the portfolio of Norwalk, Conn.-based Labatt USA. McCann picked up Labatt brands including U.S.-brewed Rolling Rock, Mexican import Dos Equis and brewed-in-Canada Lowenbrau from Lowe
Lintas & Partners Worldwide. Ammirati Puris Lintas, then the Labatt USA agency, was merged last year with Lowe & Partners/SMS, which handled the rival Heineken account, to form Lowe Lintas & Partners. McCann Universal was assigned media buying and planning for Labatt brands in the U.S. Media buying for English-speaking Canada was awarded to Initiative Media, a member company of MacLaren McCann
. Spending wasn't disclosed. Meanwhile, Labatt's current Canadian agency, Ammirati Puris Lintas, Toronto, will take on an expanded role that will include the North American English-language creative assignments for brands including Labatt Blue, Blue Light and John Labatt Classic. Ammirati Puris Lintas will continue to handle Labatt's Carlsberg assignment in Canada. Losing Labatt's media business in Canada is Harrison, Young, Pesonen & Newell.
Copyright February 2000, Crain Communications Inc.