The review for Labatt’s media planning and buying account is nearing completion. The shortlisted agencies have made final presentations and are now awaiting the beer brand’s verdict.
Interpublic’s UM Canada is the incumbent media agency of record (it took over from affiliated agency M2 Universal in 2010 ). It is defending against two Omnicom-owned agencies –OMD and PHD – and WPP’s Mindshare.
Labatt said it expects to announce a winner by the end of April.
The initial phase of the review involved 14 agencies.
