Toronto-based Citizen Optimum has been named agency of record for national public relations and communications for Sleeman Breweries, which is owned by Japan-based Sapporo Holdings Ltd.
Citizen Optimum won the PR business earlier this month, following a competitive review in February. Apex Public Relations previously handled the account and did not participate in the review.
“It was just a great fit between our teams, and you could almost feel that immediately when we walked in the room,” said Nick Cowling, general manager of Citizen Optimum. “While it’s always on the list of criteria for clients when they’re interviewing firms, I think it rises to the top more often than not.”
Citizen Optimum is tasked with implementing national corporate communications activities while supporting individual brands through marketing communications. Sleeman’s portfolio includes Sleeman, Sapporo, B.C.’s Okanagan Springs and Quebec’s Unibroue brands, Pabst Blue Ribbon and Old Milwaukee.
“We’re excited about the stories we have to tell, and Citizen is entirely up to the task,” said Stephane Duval, Sleeman’s vice-president of marketing, in a release. “At the same time, Citizen showed us that they understand what a client needs, which was critical to our decision.”
The announcement comes on the heels of a broader marketing reorganization at Sleeman, designed to deal with the rapid rise of the craft beer market.
As part of the restructuring, Okanagan Spring and Old Milwaukee are now managed from the B.C. office, Sleeman and Sapporo are overseen from the head office in Guelph, Ont., and Unibroue is being managed out of Montreal.
In February, Sleeman announced that it was moving its advertising account for Okanagan Spring from Dare Vancouver to Open in Toronto, which was also awarded Old Milwaukee.
Citizen Optimum’s account team will be centered in Toronto, with significant integration of its Montreal and Vancouver offices. Sleeman has regional representation for its brands in those markets as well, “so that was part of the fit,” said Cowling.
