NEW QUEBEC AGENCY FOR MOLSON DRY

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(Aug. 30, 2001) MONTREAL -- Molson Breweries' Quebec Division has awarded the strategy, creative and production account for Molson Dry, Quebec's No. 1 one beer, to Cossette Communication-Marketing.

Cossette will handle both advertising and promotion. Media remains with SVTME.

Industry estimates placed Molson Dry's budget at $6.5 million when the review was called in June.

The account had been with Publicis Groupe's Publicis, Montreal, since 1994. The decision came down to Cossette Communication-Marketing and TAXI Advertising & Design, both of which already did work for Molson.

Cossette already handles Molson Export and Tornado brands. -- Gail Chiasson

Copyright August 2001, Crain Communications Inc.

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