The Canadian beer category has been hopping more than usual this year, with Tuesday’s announcement that Molson Coors Canada has shifted the creative assignment for its Heineken brand to Toronto’s One Advertising just the latest in a series of connected account moves.
Molson Coors made the decision to move Heineken from BBDO Canada back in June, when BBDO’s U.S. office landed the assignment for rival brand Bud Light. That win would reverberate throughout the Canadian agency world, starting with Molson shifting the assignment for its Coors Light brand to Leo Burnett in July.
BBDO had only been working on the Coors Light business since March, when Molson shifted it to DraftFCB along with the Keystone and Molson Export brands. At the time, Rethink – which was already working on the Molson Canadian and Rickard’s brands – added Export to its portfolio.
Molson Coors considered four agencies – a combination of roster and non-roster shops – for the Heineken assignment senior marketing manager Paul Rudge told Marketing on Wednesday.
Rudge said that One Advertising was selected on the basis of its capabilities in digital and below-the-line marketing, skills it has demonstrated across its entire client roster.
“That’s really something that we’re anxious to move forward on Heineken,” said Rudge. “They showed strength in being able to deliver always-on content.”
While much of Heinkenen’s above-the-line marketing is adapted from global creative, Rudge said that the “meat and potatoes” of One’s involvement would be providing Canadian leadership on its digital/below-the-line marketing. The agency’s first work is expected in spring 2014, said Rudge.
There are no significant shifts planned for Heineken in the immediate future, said Rudge. “We’re feeling very positive about the trajectory we have – it’s really about a continuation of that across the country.
“We still think there’s really healthy room for growth over both the short and long-term,” he added, noting that Heineken’s awareness and brand health scores continue to be strong.
“The global nature of the brand and premium nature is something that people react to very strongly,” said Rudge.
“We are thrilled to be partnering with such an iconic global brand, and that our approach and commitment to solid brand building with creative excellence and industrial-strength digital capability resonated with the Heineken and Molson Coors teams,” said One Advertising CEO Ted Boyd in a release.
