Molson has made Toronto’s Pilot PMR its public relations agency of record for Ontario and Western Canada.
The decision formalizes the relationship between the brewery and the agency after three years of working together on a project basis.
Cynthea Galbraith, Molson’s manager of brand communications, says the brewer came to the conclusion that handing all brand-related public relations duties to Pilot PMR would be more efficient.
“We worked with various agencies in the past and just thought it was time to have a single agency to work with our brands,” says Galbraith. “With marketing now being so integrated, I think it will be great to have a PR agency there when creative campaigns are developed so they can jump on them from the get-go.”
Pilot PMR partner Joe Romagnolo says the agreement indicates Molson’s recognition of the importance of public relations in brand campaigns.
“They’re raising their level of commitment to PR and one of the ways they’re doing that is getting Pilot more involved in their business,” says Romagnolo.