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Media moves in Canada

Published on .

Molson Canada, Montreal, awarded its English-language media planning and buying to Media Edge, Toronto, and its French-language media planning and buying to St.-Jacques Vallee Y&R/Media Edge, Montreal. Total spending is estimated at $35 million to $50 million. The account had been with Initiative Media, the media planning and buying division of MacLaren McCann, Toronto. Initiative had to resign the account when Labatt Breweries moved its account there in February to align with McCann-Erickson Worldwide.

Burger King Restaurants of Canada, Toronto, and Pillsbury Canada, Markham, Ontario, consolidated their media at B Com3 Group's Starcom MediaVest, Toronto. The merged media account is estimated to be worth about $20 million. Burger King and Pillsbury are subsidiaries of Diageo. Burger King had worked with Ammirati Puris Lintas, Toronto, for its English media planning and buying, and Challenge in Quebec for its French-language media needs. Starcom and Media Buying Services, Toronto, previously handled Pillsbury's media account.

Copyright March 2000, Crain Communications Inc.

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