Molson taps D'Arcy for Canadian

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Molson Breweries handed its Molson Canadian brand account to Bensimon/Byrne D'Arcy. Bensi-mon will lead the effort from its Toronto office, supported by sister shop D'Arcy Masius Benton & Bowles in St. Louis. The appointment follows a four-way international pitch that included Leo Burnett Co., Toronto and Chicago; HHCL & Partners, London; and Taxi Advertising & Design, Toronto. Molson is still talking with HHCL about other work. MacLaren McCann was fired from the account in May, sparking the review. A portion of Bensimon's compensation will be tied to the brand's performance, a first for Molson.

Copyright September 1999, Crain Communications Inc.

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