Sleeman Breweries has selected Jungle Media as its media agency of record for the Sleeman, Sapporo, Okanagan Spring and Unibroue brands, following a review.
The invitation-only review process began last fall and lasted only two months, said Sheri Metcalfe, co-managing director of Jungle Media, the Toronto media agency owned by Vision 7 International.
“It was a very fast process relative to some of the processes we’ve seen in the past few years where it can take up to four to six months,” she said.
Jungle Media replaces Carat on the account. While Sleeman’s roster of brands has been doing well over the past few years, the Japanese-owned brewer was looking for a “new partner that could propel the brand forward even more in the future,” said Metcalfe.
Jungle Media will work closely with Dentsu Canada, Sleeman’s creative agency of record. A collaborative approach to campaign development is a formula that works for Jungle Media and its clients such as Nike, IKEA and Kraft, said Metcalfe.
“When you look at some of the ads Dentsu has done, they’re a little bit edgy but authentic versus a lot of brands out there,” said Metcalfe. “I think that’s definitely a zone we’ve had the great fortune of being able to work in with a lot of our client’s brands and targets.”
In a release, Stephane Duval, vice-president of marketing for Sleeman Breweries, said the beer market has become “incredibly cluttered with a wide choice of brand options.”
“We were looking for some fresh media thinking that would help us stand out in that environment and Jungle Media impressed us both with their understanding of our brands and the insights they demonstrated against our consumer targets,” said Duval.
